Cadillac to unveil 2026 F1 livery in Super Bowl ad

Cadillac will reveal the livery for its 2026 Formula 1 entry during a 30-second commercial in the Super Bowl broadcast, bypassing traditional motorsport channels to announce its arrival to a massive global audience. The team will also stage a simultaneous reveal in New York's Times Square, marking a high-profile marketing push for the new American entrant.

Why it matters:

This unconventional launch strategy signals Cadillac's intent to build a mainstream brand from day one, leveraging the Super Bowl's unparalleled viewership to introduce itself far beyond the core F1 fanbase. It represents a significant moment of visibility for Formula 1 in the crucial American market and sets a new benchmark for how a new team can announce its arrival.

The details:

• The 30-second reveal ad is scheduled to air around 3 AM GMT on Monday, February 12 (late Sunday night in the U.S.), during the Super Bowl broadcast on CBS.
• Viewers in the UK can watch the reveal free-to-air on Channel 5 or via Sky Sports' coverage.
• Alongside the TV spot, Cadillac has been running a physical "countdown" teaser in Times Square, where a frosted display gradually clears to reveal more of the livery design.
• Cadillac Formula 1 Team Holdings CEO Dan Towriss called the livery unveiling "a reflection of the team’s identity" and described the Super Bowl and Times Square reveals as "an invitation for fans to join in our journey."

What's next:

Once the ad airs, the full livery is expected to be posted on Cadillac's social media channels. The reveal solidifies the team's transition from a theoretical project to a tangible entity, with driver links to Sergio Perez and Valtteri Bottas and leadership from Team Principal Graeme Lowdon already in place. All attention now turns to the design itself and the team's continued build-up to its 2026 competitive debut.