Cadillac to reveal F1 livery in multi-million dollar Super Bowl ad

Cadillac will unveil the livery for its debut 2026 Formula 1 season with a 30-second commercial during the Super Bowl, a move that could cost upwards of $8 million and make it one of the most expensive car reveals in the sport's history. The American team, set to join as the grid expands to 11 teams, is using the globally-watched event to attract new fans and define its ambitious entry into the championship.

Why it matters:

This strategy marks a significant departure from traditional, industry-focused team launches. By investing heavily in a mainstream American cultural moment, Cadillac is signaling its intent to grow F1's fanbase in a key market and establish its team as a major player from day one, not just on the track but in the public consciousness.

The details:

• The livery reveal is scheduled for the Super Bowl on February 8, 2025, an event that draws over 100 million viewers in the U.S. alone.
• A 30-second ad slot during this year's Super Bowl cost an estimated $7-8 million, setting the budget benchmark for Cadillac's planned commercial.
• Team Principal Graeme Lowdon framed the decision as a core part of their entry promise: to authentically attract new fans to F1.
• The project bridges American automotive heritage, wider sports culture, and the global appeal of Formula 1.

The big picture:

Cadillac's F1 entry, born from Michael Andretti's initial proposal and now powered by General Motors, faced early resistance from existing teams. This high-profile launch is a statement of intent and commercial confidence. It reflects a modern approach where a team's marketability and fan engagement are considered as critical to long-term success as its on-track performance.

What's next:

The Super Bowl ad will be the first major public showcase of the team's identity ahead of its 2026 track debut.

• Lowdon emphasized that the reveal is about inviting fans to "join the journey" of building a new team, a rare occurrence in modern F1.
• The success of this marketing blitz will be measured not just by immediate buzz but by its ability to convert casual viewers into engaged, long-term supporters of the team and the sport.