Overview

• The companies did not disclose financial terms, describing the pact only as multi-million in value.
• Branding for Jim Beam will appear on and off the car across the full Formula 1 schedule throughout the agreement.
• Activation plans are being finalized ahead of Cadillac’s February 2026 car reveal, with bespoke executions tailored to each race market.
• Cadillac’s 2026 debut is set with Valtteri Bottas and Sergio Perez, Ferrari power units initially, Colton Herta in a test role, and GM engines targeted from 2029.
• The agreement adds to a growing partner roster after Tommy Hilfiger and aligns with U.S.-owned TWG Global, which also controls the Los Angeles Dodgers.