Cadillac to Unveil First F1 Livery in 2026 Super Bowl Commercial
Cadillac is set to unveil its first Formula 1 car livery during a 2026 Super Bowl commercial, strategically targeting the massive American audience to amplify its entry into the sport. This high-profile reveal, planned for February 8, 2026, underscores Cadillac's commitment to F1 and its proud American identity, aiming to capture the attention of millions ahead of its debut at the Australian Grand Prix.
Cadillac plans to debut its inaugural Formula 1 car livery during a Super Bowl advertisement on February 8, 2026, marking a significant entry into the sport. The American team, set to become F1's 11th entrant, will make its official debut at the Australian Grand Prix on March 6-8, 2026, after navigating a rigorous approval process.
Why it matters:
Cadillac is strategically leveraging its American identity to connect with the burgeoning U.S. F1 fanbase, a key demographic for Formula 1's global expansion efforts. A high-profile Super Bowl reveal not only guarantees massive visibility but also underscores the brand's commitment to making a grand entrance, aiming to solidify its presence in a sport increasingly popular in North America.
The Details:
- Super Bowl Stage: The livery reveal will take place during the 2026 Super Bowl, an event that draws over 100 million viewers, offering unparalleled exposure in the American market. Cadillac F1 boss Dan Towriss highlighted the Super Bowl as a unique blend of sports, entertainment, and storytelling.
- American Heritage: Cadillac emphasizes its proud American heritage, aiming for a "bold, innovative, and distinctly ours" presentation.
- Audience Reach: The 2025 Super Bowl attracted 127.7 million viewers, making it the most-watched single-network telecast in American history. The halftime show alone garnered 133.5 million viewers.
- Significant Investment: While Towriss did not disclose the exact cost of the Super Bowl ad, he confirmed it was a "typical Super Bowl spend," which typically costs around $8 million for a 30-second slot.
- F1's Super Bowl Presence: This marks the second consecutive year F1 content will feature during the Super Bowl, following a teaser for the F1 film during the 2025 pre-game show.
What's next:
Cadillac is among the first F1 teams to announce its 2026 livery reveal, joining Red Bull, Racing Bulls, Alpine, and Aston Martin. Before the Super Bowl ad, Cadillac plans to conduct the first run of its 2026 machine in January with veteran drivers Sergio Perez and Valtteri Bottas. This will precede pre-season testing in Barcelona (January 26-30) and Bahrain (February 11-13 and February 18-20) before the season opener in Melbourne. This phased approach will allow Cadillac to refine its car and generate excitement leading up to its highly anticipated Super Bowl debut.