Jim Beam is the first partner of the newest team and the audience is still learning it
Jim Beam records 71.9 percent recognition and 71.9 percent attribution in its first season with the Cadillac team, the lowest of the eleven brands tested in 2026.
Jim Beam is the official spirits partner of the Cadillac team from its 2026 grid debut. Both the brand and the team are new to the audience at the same time, which produces the lowest reading of the season and the clearest starting line.
The reading comes from the BoxBoxd Brand Recall Index, a test the motorsport audience takes on the platform through the 2026 season. A sponsor logo appears blurred with no name attached and the audience answers three questions in order: name the brand, name the team it belongs to, then say where the branding appears on the car.
Jim Beam was tested 310 times. 71.9 percent named the brand, 71.9 percent attributed it to the right team and 21.3 percent said where it appears.
A new partner on a new car
The multi year global partnership was announced in 2025 and covers branding on the car plus activation away from it across the full season. Unlike the other ten brands tested, there is no earlier era for the audience to fall back on.
Recognition of 71.9 percent is the lowest in the set by fourteen points. Attribution of 71.9 percent matches it exactly, so everyone who names the brand names the team, which is a pattern only a single team history produces.
What a first season looks like
Placement of 21.3 percent is the second lowest of the set. The nose and the bargeboards are small surfaces on a car at the back of the grid, so the exposure per weekend is lower than any other partnership tested.
The value in this reading is as a baseline. Every other brand in the set is measured mid partnership with no record of where it started. Here the starting point is on record, so the second season reading measures the partnership rather than the brand.
The Allwyn reading one year ahead shows what the same profile looks like after a season of activation, at 86.1 percent recognition and attribution above its own recognition score.
Does the answer change with allegiance?
Sorted by the team each respondent supports, Jim Beam attribution runs from 79.5 percent among Ferrari fans to 58.5 percent among Mercedes fans, a spread of 21.0 points. The spread is wide for a first season brand, which is normal when the base of people who have seen the car is still small.
Ferrari
Red Bull Racing
McLaren
MercedesThe measurement case for a new team deal
Signing the newest team on the grid means buying an audience that is still forming. The Cadillac audience is the smallest measured on the platform this season, so the composition reads clearly while the precision stays limited.
What a first partner gets in exchange is exclusivity of association. There is no prior brand in the memory to compete with, which is the condition every high attribution score in this data has in common.
Frequently asked questions
Who sponsors the Cadillac F1 team?
Jim Beam is the official spirits partner of the Cadillac team from its 2026 grid debut, in a multi year global agreement covering branding on the car and activation around it.
How well known is the Jim Beam partnership?
71.9 percent of the motorsport audience named the brand from a blurred logo and 71.9 percent attributed it to the right team, the lowest readings of the eleven brands tested in 2026.
How long does a new sponsorship take to be remembered?
On the brands measured, association builds over seasons rather than months. Partners in their second season already sit above the grid average on attribution while first season entries start twenty points below it.
Where does the Jim Beam branding appear and do fans know?
21.3 percent of the motorsport audience answered the placement question correctly for Jim Beam on the BoxBoxd Brand Recall Index in 2026, against a grid average of 42.7 percent across the eleven brands tested.
Is Jim Beam recall above or below the motorsport average?
Jim Beam records 71.9 percent recognition against a grid average of 94 percent and 71.9 percent attribution against a grid average of 81.8 percent, measured across 310 tests in the 2026 season.
Which fans attribute Jim Beam correctly most often?
Ferrari fans, at 79.5 percent attribution for Jim Beam on the BoxBoxd Brand Recall Index in the 2026 season.
The full report behind this article, with the split by team audience, market composition and movement across the season, is available to teams, brands and agencies.
Get the full report at partnerships@boxboxd.fun
Source: BoxBoxd, the motorsport social network. The Brand Recall Index is measured on the BoxBoxd audience through the 2026 season, where a blurred sponsor logo is shown with no name attached and three questions follow: name the brand, name the team, place the branding on the car. Full data at boxboxd.fun/data. The one number version of this reading, for citation, is at boxboxd.fun/brand-index/jim-beam-sponsor-attribution-2026.