Cadillac to unveil 2026 F1 livery in high-stakes Super Bowl halftime reveal
Cadillac will reveal its 2026 Formula 1 car livery to a global audience during the Super Bowl halftime show, a massively expensive and high-profile marketing move that guarantees unprecedented exposure for the new team's identity ahead of its grid entry.
Cadillac will debut the livery for its 2026 Formula 1 challenger during the Super Bowl halftime show, leveraging one of the world's most-watched television events to launch its new identity. The reveal is scheduled for approximately 01:15 GMT on Monday, February 9th, following the first half of the game between the Seattle Seahawks and New England Patriots. The team, yet to be officially named, will field Valtteri Bottas and Sergio Perez in its inaugural season.
Why it matters:
A Super Bowl halftime reveal represents an unprecedented and massively expensive marketing move in Formula 1, signaling Cadillac's serious commitment and deep pockets. With an estimated one-third of the U.S. population and hundreds of millions globally tuning in, the automaker is guaranteed instant, monumental exposure for its F1 project, dwarfing the reach of a traditional team launch event.
The details:
- Prime-Time Placement: The 2025 Super Bowl halftime show, featuring Kendrick Lamar, drew 133.5 million viewers in the U.S. alone. Ad slots during this broadcast are known to cost tens of millions of dollars, highlighting the value Cadillac places on this launch.
- Geographic Restriction: The specific advertisement revealing the livery will reportedly be geo-blocked and unavailable to viewers outside the United States.
- Immediate Coverage: Outlets like RacingNews365 will provide immediate coverage and images of the new livery for the international audience, along with reaction from drivers Bottas and Perez and team boss Graeme Lowdon.
What's next:
The livery launch is the first major visual milestone for the American team as it prepares for its 2026 entry. All attention will now turn to the design itself, the team's official naming, and the ongoing development of its chassis and power unit ahead of its competitive debut.