Cadillac to Unveil F1 Livery During Super Bowl LXI in 2026
Cadillac is set to make a historic entry into Formula 1 by unveiling its 2026 livery during Super Bowl LXI on February 8, 2026. This unprecedented move, leveraging one of the world's largest sporting events, underscores Cadillac's ambition to establish itself as the sole American automaker in F1. With an estimated $8 million ad slot, the launch aims to capture global attention, highlight its American heritage, and signal a bold challenge to European dominance in motorsport. The team, backed by General Motors and featuring drivers Valtteri Bottas and Sergio Perez, will debut at the Australian Grand Prix.
Cadillac is set to make a grand entrance into Formula 1 by unveiling its inaugural livery during Super Bowl LXI on February 8, 2026. This high-profile launch underscores the American manufacturer's ambitious strategy as it prepares to join the F1 grid as the sport's 11th entrant.
Why it matters:
Cadillac's decision to reveal its livery during the Super Bowl, one of the most-watched broadcasts globally, highlights Formula 1's soaring popularity in the U.S. and signals a significant marketing push. This move not only positions Cadillac as the sole American automaker in F1 but also aims to capture a massive audience, leveraging the Super Bowl's immense viewership to make a powerful statement about its F1 entry and long-term ambitions.
The Details:
- Massive Audience Reach: The Super Bowl provides an unparalleled platform, with last year's event drawing 127.7 million viewers, marking the largest single-network audience in U.S. television history. The halftime show alone attracted 133.5 million viewers.
- Significant Investment: A 30-second advertising slot during the Super Bowl costs approximately $8 million USD, emphasizing the scale of Cadillac's financial commitment and strategic intent to maximize its debut impact.
- Strategic Messaging: Cadillac F1 CEO Dan Towriss stated that the Super Bowl unifies sports, entertainment, and storytelling, offering a stage that reflects the team's identity. He emphasized the team's American heritage and its bold, innovative approach as an underdog joining a European-dominated sport.
- Team Backing and Drivers: Cadillac's F1 venture is supported by General Motors and TWG Motorsports, with former Marussia boss Graeme Lowdon at the helm. The team has already secured two Grand Prix winners, Valtteri Bottas and Sergio Perez, as its drivers, with Colton Herta serving as the test driver.
- Power Unit Strategy: The team will initially utilize Ferrari power units before transitioning to GM's proprietary engines later in the decade, showcasing a phased approach to engine development.
- Pre-Season Preparations: Ahead of the livery reveal, Cadillac plans private testing of its 2026 challenger at Barcelona from January 26-30. This will be followed by televised pre-season tests in Bahrain from February 11-13 and February 18-20.
- Season Debut: Cadillac's competitive debut in Formula 1 is scheduled for the Australian Grand Prix in Melbourne on March 8.
What's next:
Cadillac's Super Bowl launch is just the beginning of its journey into Formula 1. The strategic timing and scale of this announcement suggest a determined effort to not only compete but to establish a strong American presence in the sport. Resolving initial reliability concerns and seamlessly integrating GM's power units will be critical as they aim to carve out a competitive niche against established European rivals. The team's performance in early tests and its eventual debut in Melbourne will set the tone for its ambitious entry into the pinnacle of motorsport.