Cadillac's momentum surges as key alliance made ahead of F1 debut

Cadillac F1, under CEO Dan Towriss leadership has signed a sponsorship agreement with popular bourbon brand Jim Beam.

Cadillac F1 CEO Dan Towriss states the team is ready for their F1 debut. Photo: RacePictures.

Although details of the agreement are yet to be disclosed, the value of the deal has been confirmed as a multi-million dollar and multi-year contract that will make Jim Beam the Official Spirits Partner of Cadillac F1.

The agreement encompasses branding both on and off the car for the duration of the collaboration between both brands.

Managing Director of James B. Beam Distilling Co., Rashidi Hodari, said: “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.”

Cadillac CEO Dan Towriss on his part celebrated the deal between both brands by saying: “This partnership brings together two icons of American heritage to create something truly special." 

“Formula 1 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,” the American concluded.

Read also

'Verstappen didn't make such a big difference in Monza'

Hamilton's 8th title hopes in danger? 'Ferrari face potential exodus'

Verstappen, the GOAT? Ex-Red Bull man's silence says it all

'Extreme Ferrari PU could fight Mercedes' but has one major weakness'

Ecclestone 'agrees' with Hamilton's 'I'm useless' claim

Cadillac ready for F1 debut

Tworiss, in conversation with Sky Sports F1 revealed the team had been making headway in terms of its infraestructure, the company's internal structuring, stating 50 new hires had joined the team in the past two weeks.

Furthermore, the American also confirmed a 60% model scale of the 2026 car has been running in the wind tunnel in Cologne, assuring the team's committment to be ready for the 2026 season opener in Australia was evident in their 'building the ship as we sail' approach.

GPblog's F1 Today podcast