Cadillac leverage US links to strike multi-year partnership with Jim Beam

The Cadillac Formula One team have agreed a multi-year partnership with American bourbon brand Jim Beam.

Contract:

• Jim Beam becomes Cadillac’s official spirits partner
• Pair to collaborate on immersive fan experiences with a focus on alcohol responsibility, retail and trade activations 

Context:

While still in its early stages, Cadillac’s commercial strategy is already becoming clear ahead of their debut as Formula One’s 11th team next season. Iconic American brand Tommy Hilfiger was the first to come on board as the team’s official apparel partner, with Jim Beam continuing the commercial trend.

This also marks Jim Beam’s return to a major motorsport championship. It sponsored teams in Nascar and IndyCar in the mid-2000s, but since then has only been commercially active in the Supercars championship in Australia. The brand will also be entering the Formula One space to compete alongside long-time rival Jack Daniel’s, a sponsor of the reigning constructors’ champions McLaren.

Comment:

“This partnership brings together two icons of American heritage to create something truly special,” said Dan Towriss, chief executive of the Cadillac Formula One team and TWG Motorsports.

“Formula One is a global stage, and we want to take our fans on this journey with us every step of the way. Our vision goes beyond racing – we’re building a team that lives where sport, technology, and culture collide. With Jim Beam joining our family of partners, the momentum behind this project grows stronger every day as we gear up for our debut next year.”

Coming next:

With only two official partners so far, Cadillac must prioritise building a robust sponsorship portfolio ahead of their Formula One debut, particularly given that their early performances are expected to be less competitive. Mexican driver Sergio Pérez will be a key asset in the outfit’s commercial endeavours, while his new teammate Valtteri Bottas has established himself as one of the series’ most marketable drivers in recent years, thanks to his relaxed and comedic approach to social media.

Go deeper:

• Cadillac team principal: Commercial interest ‘outstripping capacity’ ahead of F1 debut
• Cadillac has ‘67% of team in place’ ahead of 2026 F1 debut