The new U.S. Cadillac F1 team announced a multi-year Cadillac F1 partnership with Jim Beam, making the bourbon distiller its official spirits partner. The collaboration highlights American heritage and strengthens fan engagement on the global Formula 1 stage.
Dan Towriss, CEO of TWG Motorsports, said the Cadillac F1 partnership unites two iconic American brands. He added that Formula 1 provides a worldwide platform to share this journey with fans. Towriss emphasized that the team’s vision goes beyond racing, combining sport, technology, and culture. With Jim Beam joining as a partner, the team gains additional momentum ahead of its debut season.
Earlier, the team partnered with Tommy Hilfiger as its official apparel partner. Both collaborations demonstrate Cadillac’s ambition to establish itself as a prominent American team in a sport traditionally dominated by European competitors.
Valtteri Bottas and Sergio Perez have been named the debut drivers for Cadillac F1. Meanwhile, California native Colton Herta leaves IndyCar to become the team’s test driver and pursue the super license needed to compete in Formula 1.
The partnership with Jim Beam continues a historic relationship with Cadillac that spans over a century. Fred Noe, Jim Beam’s seventh-generation master distiller, still drives a Cadillac as a tribute to the car that safeguarded his family’s legacy.
Jim Beam enters the Formula 1 space for the first time through this Cadillac F1 partnership. The brand already partners with major U.S. sports teams, including the Kansas City Chiefs, Dallas Cowboys, and Los Angeles Dodgers. Jim Beam also sponsors the United States Soccer Federation, the Indianapolis 500, NASCAR, and Dick Johnson Racing in Australian Supercars.
The agreement ensures Jim Beam branding appears on and off the car throughout the Formula 1 season over multiple years. Rashidi Hodari, managing director of James B. Beam Distilling Co., highlighted the similarities between car racing and bourbon making. He said both require teamwork, precision, and collaboration to achieve successful outcomes. Hodari emphasized that building connections with the next generation of F1 fans aligns with Jim Beam’s approach to sharing its brand globally.
In conclusion, the U.S. Cadillac F1 team aims to strengthen its American identity while building global recognition. Partnerships with iconic brands like Jim Beam and Tommy Hilfiger provide financial support, fan engagement, and marketing advantages. The Cadillac F1 partnership solidifies the team’s position in a competitive Formula 1 environment.
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