Cadillac to reveal its first F1 livery in Super Bowl advert

Cadillac is planning to reveal the livery of its maiden Formula 1 car during a Super Bowl advert on 8 February ahead of the 2026 campaign. 

The American outfit will become F1’s 11th team next year when it makes its debut at the Australian Grand Prix on 6-8 March after a lengthy process to the grid. 

It is going huge on the tag of being an American squad amid F1’s push to increase popularity in the US and Cadillac will further push into that demographic with its livery reveal. 

“The Super Bowl is one of the rare moments in American culture where sports, entertainment and storytelling come together,” said Cadillac F1 boss Dan Towriss of the event which decides the NFL champion - taking place in Santa Clara, California in 2026. 

“It gives us a chance to introduce the Cadillac Formula 1 Team on a stage that reflects who we are. We’re proud of our American heritage and we want to show up in a way that feels bold, innovative and distinctly ours.

“This is just the beginning, but it’s a moment I’m incredibly proud of.”

Dan Towriss, CEO of TWG Motorsports and Cassidy Towriss arrive in the Paddock

Photo by: Sam Bloxham / LAT Images via Getty Images

It is giving Cadillac the opportunity to be seen by a huge US audience, considering the 2025 edition was watched by 127.7m viewers which was the largest audience in American television history for a single-network telecast. 

Rapper Kendrick Lamar’s performance, meanwhile, was the most watched Super Bowl half-time show on record with an average of 133.5million viewers. 

The Super Bowl is about more than just the game, with many fans even interested in the adverts devoted to being shown around the event.

Ad slots during the Super Bowl coverage are highly sought after, with it costing roughly $8m for a 30-second slot, and although Towriss refused to reveal how much Cadillac had spent in an interview with Bloomberg, he did say “it’s a typical Super Bowl spend”.

It will also be the second, consecutive year that F1 has featured during the Super Bowl coverage after a teaser for the F1 film dropped during the 2025 pre-game show. 

Cadillac is also the fifth F1 team to announce when it will reveal its 2026 livery after Red Bull and Racing Bulls (both 15 January), Alpine (23 January) and Aston Martin (9 February).

But the American marque will have hit the track ahead of its Super Bowl ad though, as Cadillac is planning a first run of its 2026 machine for some time in January with its veteran drivers Sergio Perez and Valtteri Bottas.

This will come before the first pre-season test, 26-30 January in Barcelona, before two more tests - in Bahrain on 11-13 February and 18-20 February - ahead of the Melbourne season opener.