Cadillac's Super Bowl F1 livery countdown takes over Times Square

Cadillac has escalated the hype for its upcoming Formula 1 team by installing a massive countdown clock in New York City's Times Square, signaling the imminent reveal of its official 2026 car livery during the Super Bowl halftime show. The team, which ran a special testing scheme in Barcelona with Valtteri Bottas and Sergio Perez, will unveil the final color scheme for its yet-unnamed chassis to a massive primetime audience.

Why it matters:

Launching a new F1 team is as much a marketing exercise as a technical challenge, and Cadillac is leveraging America's biggest sporting event to make a global statement. A Super Bowl reveal, which drew over 133 million viewers in the US alone last year, provides unprecedented mainstream visibility, aiming to instantly establish the team's brand identity and attract fans and commercial partners before the car even turns a wheel in anger.

The details:

• The official livery for Cadillac's 2026 F1 entry will be unveiled during the halftime show of the Seattle Seahawks vs. New England Patriots game.
• A prominent countdown timer has been placed in Times Square, one of the world's most iconic advertising locations, to build public anticipation.
• Drivers Valtteri Bottas and Sergio Perez already completed a shakedown of the new car at Barcelona, but it wore a temporary testing livery, keeping the final design under wraps.
• The exact moment of the reveal during the halftime broadcast is not precisely known, as it depends on the flow of the show and the preceding football game.

What's next:

The Super Bowl reveal is just the first major public milestone for the Cadillac F1 project. Following the livery launch, the focus will shift sharply to on-track performance, with pre-season testing and the opening races of the 2026 season providing the first real test of the team's competitiveness. The success of this high-profile marketing blitz will ultimately be measured by the car's speed and results.