Cadillac to Launch Inaugural F1 Livery at Super Bowl Halftime
Cadillac, set to become the 11th team in Formula 1 from 2026, will unveil its inaugural car livery during the halftime ad break of Super Bowl LX. The team has confirmed Valtteri Bottas and Sergio Perez as drivers, with Colton Herta as test driver, aiming to leverage the Super Bowl's massive American audience to launch its F1 journey with a distinct U.S. flair.
Cadillac, set to become the 11th team on the Formula 1 grid in 2026, is taking an distinctly American approach to its inaugural car livery launch. The brand announced it will unveil its F1 livery during the halftime show of Super Bowl LX, utilizing an ad break for the reveal.
Why it matters:
Cadillac's entry marks the first time since 2016 that F1 will feature 11 teams, signaling significant expansion for the sport. Their decision to debut the livery at the Super Bowl, one of the largest sporting events in the U.S., underscores a strategic move to capture a massive American audience and make a bold statement about their commitment to Formula 1.
The Details:
- Team Debut: Cadillac will join Formula 1 in 2026, becoming the 11th team on the grid.
- Driver Lineup: The team has confirmed Valtteri Bottas and Sergio Perez as their full-time drivers for the 2026 season.
- Test Driver: American driver Colton Herta will serve as the team's test driver and will compete in Formula 2 for Hitech.
- Livery Launch Event: The team's first-ever livery will be unveiled during an ad break at the halftime show of Super Bowl LX.
- Halftime Show Star: Puerto Rican artist Bad Bunny is scheduled to perform at this year's Super Bowl halftime show.
- Brand Ethos: CEO Dan Towriss articulated the brand's 'underdog' status as an American entrant challenging established European rivals, emphasizing their unique position.
The Big Picture:
Cadillac's entry into F1 with a new American team adds a significant dimension to the sport's global appeal, particularly in the growing U.S. market. The choice of the Super Bowl for their livery reveal is a powerful statement of intent, aligning with F1's increasing popularity in North America and Cadillac's desire to leverage its American identity on a global stage.
What's next:
While Cadillac prepares for its grand reveal, other teams have also begun to confirm their launch plans for the 2026 season. Red Bull Racing and Racing Bulls are slated for a January 15 launch in Detroit. Alpine will unveil its challenger or livery on January 23 in Barcelona, and Aston Martin's car launch is set for February 9, following the first pre-season test days. These staggered announcements are building anticipation for what promises to be an exciting 2026 season with new regulations and a new American contender.