The brand new Cadillac F1 crew on Wednesday introduced a multi-year partnership with Jim Beam that makes the American bourbon distiller its official spirits associate.
“This partnership brings collectively two icons of American heritage to create one thing really particular,” stated Dan Towriss, CEO of TWG Motorsports, the possession group of Cadillac F1. “Formulation 1 is a world stage, and we need to take our followers on this journey with us each step of the way in which.
“Our imaginative and prescient goes past racing – we’re constructing a crew that lives the place sport, know-how, and tradition collide. With Jim Beam becoming a member of our household of companions, the momentum behind this mission grows stronger on daily basis as we gear up for our debut subsequent 12 months.”
The deal follows a June announcement wherein Tommy Hilfiger, an American trend model, was named the official attire associate for the crew that may debut on the Formulation 1 grid in 2026.
The partnerships showcase Cadillac’s want to be a real American crew competing in a world sequence that consists primarily of European-based groups. Valtteri Bottas and Sergio Perez have been named the debut drivers, however California native Colton Herta is leaving IndyCar to turn out to be Cadillac’s check driver in an try to earn the tremendous license he must compete in F1.
The Jim Beam deal continues a relationship with Cadillac that dates again greater than a century. Fred Noe, Jim Beam’s seventh-generation grasp distiller, nonetheless drives a Cadillac as a tribute to the automobile that helped safeguard his household’s legacy.
That is Jim Beam’s first transfer into the F1 house, however the distillery has agreements with the Kansas Metropolis Chiefs and Dallas Cowboys and the Los Angeles Dodgers, which is owned by the identical group that owns Cadillac F1. Jim Beam additionally has sponsorship agreements with the US Soccer Federation, the Indianapolis 500, NASCAR and Dick Johnson Racing of Australian Supercars.
Jim Beam will use the partnership for branding on and off the automobile throughout your entire F1 season over the multi-year settlement.
“Each automobile racing and making Jim Beam bourbon require each particular person and shifting half to come back collectively to create a constructive collective consequence,” stated Rashidi Hodari, managing director, James B. Beam Distilling Co. “That is very consistent with how we carry Jim Beam to the world. The pit crew and our distillery employees each know that it’s the ability of their communities that enables for the win. It’s this frequent understanding of the significance of reference to the following technology of Formulation 1 followers that conjures up us.”
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AP auto racing: https://apnews.com/apf-AutoRacing
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