The Cadillac Formula 1 Team is set to reveal its car livery to the public on February 8, doing so in a grand, eye-catching manner: a prime-time TV ad during the 2026 Super Bowl.
The team confirmed on Wednesday that it’s greatly driven by the massive audience of the Super Bowl, noting that the 2025 edition reached 127.7 million viewers, the “largest viewership for a single-network broadcast in U.S. history.”
The announcement also states that, aside from being a significant football event, the Super Bowl fosters “cultural discussions” on subjects like entertainment, fashion, and, of course, sports.
“The Super Bowl is one of the rare instances in American culture where sports, entertainment, and storytelling converge, providing us an opportunity to present the Cadillac Formula 1 Team on a platform that embodies who we are,” stated Cadillac F1 Team CEO Dan Towriss. “We take pride in our American roots, and we wish to make a statement that feels daring, innovative, and uniquely ours. This is merely the start, but it’s a moment I hold immense pride in.”
This strategy is quite ingenious, especially as F1 increasingly leans into the entertainment sector as a destination, rather than a mere motorsport—something the F1 CEO pointed out in a podcast last month. Showcasing your team on such a crucial stage for the American audience is both savvy and audacious. I can already anticipate the Europeans rolling their eyes.
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**Cadillac to Unveil F1 Livery in Upcoming Super Bowl Advertisement**
In a daring initiative that fuses luxury automotive design with the high-speed realm of Formula 1 racing, Cadillac has declared it will present its new F1 livery during a forthcoming Super Bowl advertisement. This announcement signifies a major step for the legendary American brand as it aims to broaden its influence in the competitive arena of motorsport.
The choice to unveil the livery during one of the most-viewed sporting occasions in the United States highlights Cadillac’s dedication to innovation and performance. The Super Bowl, recognized for its prominent advertisements, offers an excellent opportunity to display the brand’s new trajectory and its ambitions within the Formula 1 universe.
Cadillac’s entry into Formula 1 arrives at a time when the sport is experiencing a boom in popularity, especially in the U.S. With the recent inclusion of new races and a growing fan base, Cadillac intends to harness this momentum to elevate its brand presence and resonate with a younger demographic. The new livery is set to embody Cadillac’s design ethos, focusing on sophistication, performance, and state-of-the-art technology.
The commercial will not just reveal the livery but will also showcase Cadillac’s engineering excellence and commitment to sustainability, aligning with F1’s initiative towards hybrid technology and environmental stewardship. As the automotive sector pivots towards more sustainable practices, Cadillac’s participation in F1 could function as a platform to demonstrate its advances in electric and hybrid vehicle technology.
Fans and viewers can anticipate a visually spectacular display that captures the essence of both Cadillac’s luxurious heritage and the exhilarating spirit of Formula 1 racing. The livery design is expected to feature striking colors and dynamic visuals, reflecting the brand’s new racing persona.
Alongside the livery reveal, the advertisement is likely to include notable figures from the motorsports realm, such as drivers and team members, further reinforcing Cadillac’s bond with the racing community. This strategic marketing move aims to generate buzz and excitement around Cadillac’s entry into Formula 1, establishing the brand as a formidable player in the motorsport domain.
As the Super Bowl nears, anticipation heightens not only for the game itself but also for Cadillac’s inventive approach to marketing and brand interaction. The launch of the F1 livery is poised to be a crucial moment for Cadillac, signifying its entrance into a new era of performance and luxury in motorsport. Fans and automotive enthusiasts alike will be keen to see how this iconic brand translates its legacy into the fast-paced world of Formula 1 racing.