Jim Beam joins Cadillac F1 in multi-year 2026 partnership deal as sponsorship values reported

The American bourbon brand Jim Beam has confirmed a multi-year partnership with the Cadillac Formula 1 team for the 2026 season as the outfit readies itself for its entry to the grid.

Rashidi Hodari, managing director at James B. Beam Distilling Co., is looking forward to putting the brand on a global stage. 

“We are excited to bring the soul of Kentucky to the global stage of Formula 1 with Cadillac, a brand that’s been part of the Beam family’s story through the ages,” he said. He added that activations would be adjusted by venue and audience: “We’ll also insert custom, culturally appropriate branding in key markets, case-by-case, to display our brand in a way that’s authentic to the time, place, and respective race,” he said, referencing the countries where the advertising of alcohol is banned, such as Saudi Arabia, Bahrain and Qatar.

"Both car racing and making Jim Beam bourbon require every individual and moving part to come together to create a positive collective outcome,” he said. “This is very in line with how we bring Jim Beam to the world.

"The pitcrew and our distillery workers both know that it’s the power of their communities that allows for the win. It’s this common understanding of the importance of connection with the next generation of Formula 1 fans that inspires us.”

Cadillac Formula 1 CEO Dan Towriss is excited to embrace the American culture of the iconic brand.

“This partnership brings together two icons of American heritage to create something truly special,” he said. “Formula 1 is a global stage, and we want to take our fans on this journey with us every step of the way.

Cadillac F1 team CEO Dan Towriss and Team Principal Graeme Lowdon

Photo by: Kym Illman / Getty Images

"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.”

Jim Beam is already a sponsor of the Los Angeles Dodgers - a Major League Baseball team which sits alongside Cadillac F1 under the TWG portfolio - as well as the Kansas City Chiefs and Dallas Cowboys. It also boasts agreements with the Indianapolis 500, NASCAR, Australian Supercars team Dick Johnson Racing and the United States Soccer Federation.

But Cadillac is historically intertwined with the alcohol brand after founder James 'Jim' Beam used to safeguard a jar of proprietary yeast by placing it on the front seat of his Cadillac, driving it home every evening. This sponsorship deal will see Jim Beam join Cadillac alongside its apparel partner and lifestyle sponsor, Tommy Hilfiger.

According to a report from Sports Business Journal, the outfit is also targeting a full suite of partnerships, including a title partner that is being pitched for $55million–$70million per year on a five-year term. This includes branding on the most visible parts of the car, as well as team apparel, hospitality and marketing rights. 

It is also reported that the team is on the hunt for up to five premium partners, each priced at $20million-$30million, eight official team partners, worth between $3million-$15million and finally technical suppliers, each worth $500,000 per year to the team.