Cadillac to Unveil 2026 F1 Livery at Super Bowl

Cadillac is set to make a massive splash by unveiling its 2026 Formula 1 livery during the Super Bowl on February 8th. This move signals a bold entry into the world of F1 for General Motors, leveraging one of the biggest global sporting events to introduce its new team.

Why it matters:

Cadillac's decision to launch its F1 presence on such a colossal stage underscores its serious intent to establish itself as a major player in motorsport. The Super Bowl's immense viewership offers unparalleled exposure, immediately placing the Cadillac Formula 1 Team in front of millions worldwide. This high-profile debut is a strategic power play, aiming to capture global attention and build anticipation well ahead of their 2026 grid entry.

The details:

• Team Entry: General Motors, through its Cadillac brand, will join the F1 grid starting from the 2026 season, marking the company's first foray into the sport.
• Drivers: The team has already secured Valtteri Bottas and Sergio Perez as its drivers, bringing experience and talent to the new outfit.
• Power Unit: For its inaugural year under the new technical regulations, Cadillac will utilize a Ferrari power unit, signaling a reliance on established F1 technology.
• Leadership: The team will be led by Graeme Lowdon, former boss of the Marussia F1 team, who brings valuable experience in managing an F1 operation.
• Super Bowl Unveil: The livery reveal will take place during the Super Bowl on Sunday, February 8th. The event is a prime advertising opportunity:
  • The 2025 Super Bowl attracted 127.7 million viewers, setting a record for a single-network telecast in US history.
  • The halftime show alone drew 133.5 million viewers.
  • A 30-second commercial during the game is estimated to cost around $8 million.
• Strategic Vision: CEO Dan Towriss highlighted the Super Bowl as a unique cultural moment where sports, entertainment, and storytelling converge. He stated, "It gives us a chance to introduce Cadillac Formula 1 Team on a stage that reflects who we are... We want to show up in a way that feels bold, innovative and distinctly ours."

The big picture:

Cadillac's entry is more than just another team joining the grid; it's a significant statement from an iconic American brand on the global motorsport stage. By aligning with the Super Bowl, they are not just announcing a team; they are launching a brand initiative designed for maximum impact. This aggressive marketing strategy aims to build a strong foundation of fan engagement and brand recognition even before their cars hit the track, setting a precedent for future F1 team launches.

What's next:

Following the Super Bowl reveal, the focus will shift to the team's ongoing development and preparations for the 2026 season. While the livery debut is a significant milestone, the real challenge will be to translate this high-profile start into competitive on-track performance. The team will need to meticulously develop their car and integrate the Ferrari power unit, all under the guidance of Graeme Lowdon, to ensure a strong debut in what promises to be a new era for Formula 1.