Jim Beam Secures Multi-Year Sponsorship Deal with Cadillac F1

Jim Beam has finalized a multi-year, multi-million dollar sponsorship agreement with the new Cadillac Formula 1 team. The American bourbon distiller will serve as the Official Spirits Partner of Cadillac F1, which is scheduled to debut in the 2026 season. While specific financial details remain undisclosed, the partnership encompasses extensive branding opportunities both on and off the car throughout the agreement's term. Jim Beam intends to leverage this collaboration to create accessible fan experiences and implement custom, culturally relevant branding in key global markets. The brand is currently developing its activation strategy, with the final schedule to be confirmed prior to Cadillac's car reveal in February 2026. This marks Jim Beam's inaugural sponsorship in Formula 1, building upon its existing presence in major sports leagues such as the NFL, MLB, NASCAR, and the Indianapolis 500.