The New Cadillac F1 Team Has Landed a Major Sponsorship Deal
Cadillac will enter the Formula 1 grid in 2026, and the new team has already secured one of its first key backers. Jim Beam, the long-running American bourbon brand, signed a multi-year sponsorship deal to become the official spirits partner of Cadillac F1. This is the brand’s first Formula 1 contract and one that brings together two historic names with deep American roots.
Jim Beam Expands into Formula 1 with Cadillac Partnership
Image via Wikimedia Commons/BourbonNerd
As per the first-ever deal announced by the new Cadillac F1 team, branding will appear on the race car, in the team garage, and across team uniforms and other official materials throughout the F1 calendar.
Cadillac executives further emphasized that this is part of a long-term commercial and cultural strategy tied to the team’s global positioning. While the financial details were not disclosed, reports confirm that it is a multi-million-dollar partnership. Jim Beam plans to support the agreement with tailored activations across race markets.
The brand’s leadership sees the F1 move as aligned with its widespread growth efforts. However, contracts like these are nothing new to the corporation. This is only the latest in a long list of sports sponsorships by Jim Beam, which already includes deals with the NFL, MLB, NASCAR, and motorsport teams in Australia.
Cadillac F1 Builds a Multi-Tiered Sponsorship Strategy
While a title sponsor has yet to be named, Cadillac is currently offering that top-tier position for between $55 million and $70 million per year. Where the package is concerned, it will include prominent branding on the car, team apparel, media rights usage, driver access, and a full suite of hospitality benefits.
With only Jim Beam and Tommy Hilfiger confirmed so far, there remains significant space in the portfolio for additional sponsors to come on board in the lead-up to 2026.
Cadillac Focuses on Brand Identity and American Roots
Cadillac’s entry into Formula 1 strongly emphasizes American identity. Both Cadillac and Jim Beam are century-old American names with established reputations outside of motorsports. Fred Noe, Jim Beam’s seventh-generation master distiller, continues to drive a Cadillac. The team is operated by TWG Motorsports, a racing entity under TWG Global, whose leadership includes Dodgers owner Mark Walter and businessman Thomas Tull.
According to CEO Dan Towriss, the team aims to combine sport, technology, and culture. That philosophy has guided collaboration conversations and brand activations.
Currently, Cadillac is presenting itself as a cultural brand in Formula 1 that reinforces its domestic roots while seeking global resonance with fans and commercial partners.