Cadillac has signed Jim Beam as its official spirits partner from F1 2026, as Audi joins hands with adidas as apparel partner.
Jim Beam, the world’s No. 1 bourbon, and the Cadillac Formula 1 Team, are proud to announce a multi-year global partnership that brings together two of the most iconic names in American culture, now united on the world’s fastest stage: Formula 1. In 2026, the Cadillac Formula 1 Team will enter the FIA Formula 1 World Championship as the first new addition to the grid since 2016, with Jim Beam as its proud Official Spirits Partner. This partnership represents two American originals driving forward together on a mission to usher in a new era by welcoming even more people into Formula 1.
Formed by TWG Motorsports and General Motors, the Cadillac Formula 1 Team brings together a legacy of engineering excellence and a shared commitment to innovation and performance — representing a bold new chapter in American participation on the global Formula 1 stage. More than a sponsorship, this story has been 90 years in the making. Every evening, Jim Beam, the brand’s legendary founder, would place a mason jar of his proprietary yeast — the living heart of his protected recipe — in the front seat of his Cadillac and drive it home to protect it from fire and prohibition.
This daily ritual preserved the essential ingredient that still defines Jim Beam’s unmatched flavor enjoyed today around the world. Today, Fred Noe, Jim Beam’s seventh generation master distiller, still drives a Cadillac, a quiet tribute to the car that helped safeguard his family legacy. “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,” said Rashidi Hodari, managing director, James B. Beam Distilling Co.
“Both car racing and making Jim Beam bourbon require every individual and moving part to come together to create a positive collective outcome. The pit crew and our distillery workers both rely on the power of their communities to win. It’s this common understanding and the importance of connection with the next generation of Formula 1 fans that inspires us.”
With a vision to help the sport reach new audiences, the Official Partnership will come to life both on and off the track through immersive fan experiences with a focus on alcohol responsibility, retail and trade activations, and most importantly, a desire to bring people together. “This partnership brings together two icons of American heritage to create something truly special,” said Cadillac Formula 1 Team and TWG Motorsports Chief Executive Officer Dan Towriss.
“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.”
With a core value of connection, uniting fans across the world, sport and music have always played a role in the Jim Beam brand’s heritage. From sponsoring the National Football League’s (NFL) Kansas City Chiefs and Dallas Cowboys, the Major League Baseball’s (MLB) L.A. Dodgers, and the United States Soccer Federation (U.S.S.F), to car racing including the Indianapolis 500 and NASCAR in the U.S., and Dick Johnson Racing (DJR), Australia’s oldest racing team. The brand has also brought fans together through local music festivals and underground shows around the world, and with global musical acts such as Muse and LeSserafim.
Known as the ‘people’s bourbon,’ Jim Beam is a brand built on community, and that unmistakable feeling of knowing that all are welcome. From a mason jar of yeast in the seat of a Cadillac to the roar of an F1 engine, this is a legacy in motion. Jim Beam is excited to celebrate shared moments of great taste and responsible connection under its rallying cry: Best Enjoyed Together, Best Enjoyed Responsibly.
Audi, adidas –
The future Audi F1 Team and adidas are announcing a multi-year partnership that will see the German sporting goods manufacturer become the team’s official apparel partner. The collection, which will be released before the start of the 2026 season, aims to combine stylish designs, which impress thanks to their clarity and precision, together with cutting-edge technology.
As part of the partnership, adidas and the future Audi F1 Team are working closely together to develop a comprehensive collection of high-performance equipment – fulfilling specific requirements – for the drivers, mechanics, engineers, and other team members at the track. The common goal is to create functional products that provide the team with the best possible support for their daily work and promote peak output. In a sport that thrives on continuous progress, the collection also sets new trends in motorsport culture – characterized by state-of-the-art adidas technology and a fresh, innovative approach for the paddock and beyond.
As fans are at the heart of this partnership, adidas and the future Audi F1 Team have embraced their passion for the sport from the very beginning, shaping a collaboration that goes beyond the mere development of apparel. United by a shared cultural passion for sports and innovation and emotional design, the two brands will launch an exclusive product line of apparel, footwear, and accessories worldwide — even before the first race — giving fans the opportunity to show their solidarity with the team.
Gernot Döllner, CEO of AUDI AG and Chairman of the Board of Directors of Sauber Motorsport AG: “adidas and Audi have decades of collaboration in top-level sports – built on shared values and the desire to inspire through performance. Our partnership in Formula 1 goes far beyond the pursuit of innovation and peak performance: it combines the strengths and visions of two progressive brands.” The upcoming adidas collection will be characterized by clarity and precision, just like Audi’s new design philosophy. “The fact that we are shaping our brand’s entry into the premier class of motorsport together with adidas underscores the great trust and appreciation we have for our collaboration.”
Bjørn Gulden, CEO of adidas: “We are very proud to partner with the future Audi F1 team and support their debut into the highest level of competition for the sport. Bringing together the iconic four rings and our three stripes to the 2026 paddock marks an exciting new chapter in motorsport. As part of our ongoing commitment to F1, this partnership showcases our focus on collaborating with brands rooted in shared beliefs and innovative perspectives, on and off the track. We are very much looking forward to unveil all that we have planned as we look to enable the drivers and the team to succeed and engage a new generation of motorsport fans!”
Jonathan Wheatley, Team Principal of the future Audi F1 Team: “This partnership brings together two iconic brands – the four rings and the three stripes – on a global stage and it represents a bold step forward in our journey to the grid as the Audi F1 Team. With adidas, we’re equipping our people with elite technical sporting gear that enhances performance where it matters most. Beyond racing, we share a commitment to making an impact off the track through innovation, style and a relentless pursuit of excellence. Together, we will create bold brand activations and groundbreaking experiences.”
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[The story is as per press release]
