Jim Beam

Tennessee whiskey brand Jack Daniel's and Kentucky bourbon maker Jim Beam are moving to court Formula 1 audiences, according to an exclusive report. The American whiskey makers are racing to capture the attention of the sport's growing fan base, reflecting broader efforts by spirits brands to align with motorsport's expanding global reach.

Two of America's best-known whiskey brands, Jack Daniel's and Jim Beam, are sponsoring Formula 1 racing teams, in a photo feature highlighting the tie-ups. The move signals growing interest from major spirits companies in motorsport marketing as Formula 1's audience expands, with the brands putting their names and imagery alongside the teams' cars and drivers.