Cadillac’s new Jim Beam partnership shows the power of nation branding in Formula 1

Jim Beam has signed a multi-year deal as the Official Spirits Partner of the new Cadillac F1 team, joining Tommy Hilfiger in the first wave of partners ahead of the team’s 2026 debut. The announcement underlines a very American identity that will be on full display at Miami, Austin and Las Vegas.

In sponsorship, you do not only align with a property, you align with the company you keep. Early partners set the tone for those who follow and how the audience perceives the platform. When those first names rhyme with the rights holder’s core attributes, in this case, American heritage, lifestyle, and design, they lower the perceived risk for like-minded brands and make subsequent deals slot in more smoothly on the big U.S. stages.