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Cadillac’s bold $8 million Super Bowl debut: unveiling first F1 livery in dramatic fashion

Harry Bright by Harry Bright
December 3, 2025
in Motorsports
Reading Time: 2 mins read
0
Cadillac’s bold $8 million Super Bowl debut: unveiling first F1 livery in dramatic fashion
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Cadillac Set to Make a Splash in Formula 1 with Groundbreaking Livery Reveal During Super Bowl 2026

In an electrifying announcement that has the motorsport world buzzing, Cadillac is gearing up to debut its first-ever Formula 1 livery on February 8, 2026, in a fashion that is anything but conventional. The iconic American car manufacturer has chosen the high-octane stage of the Super Bowl, one of the most-watched sporting spectacles globally, to unveil its new racing colors—a decision that is sure to turn heads and make waves in the racing community.

This strategic move isn’t just about the glitz and glamor of the Super Bowl; it’s about making a bold statement in a sport dominated by European giants. With advertising space at this prestigious event commanding a staggering price of $8 million for just a 30-second commercial, Cadillac is clearly ready to invest heavily to ensure its entry into Formula 1 is nothing short of spectacular. TWG Global, in collaboration with General Motors, is spearheading this venture, with CEO Dan Towriss confirming that this expenditure aligns with a “typical Super Bowl spend.”

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But why the Super Bowl? Towriss elaborates on the decision, highlighting the unique underdog status of an American brand stepping into the elite world of Formula 1, where it will face off against rivals that have spent decades refining their craft. “There’s this underdog status as an American brand that is just joining Formula 1 but doing it from a standing start,” he stated, emphasizing the ambition and determination driving Cadillac’s entry into this prestigious arena.

As Cadillac prepares to join the ranks of Formula 1, it becomes the fifth team to announce its launch plans for the 2026 season, following notable competitors like Aston Martin and Red Bull. The American brand is not just bringing a new livery; it is also assembling a powerhouse lineup featuring experienced drivers Valtteri Bottas and Sergio Perez. Both drivers are sharpening their skills, with Perez recently participating in a test outing with Ferrari and Bottas engaging in tire testing in Mexico City, positioning the team as a formidable contender on the grid.

With the first race looming in March 2026, Cadillac’s livery reveal during the Super Bowl is set to capture the attention of an estimated 127.7 million viewers, making this a strategic masterstroke in building a fanbase in the United States. The unprecedented visibility promises to catapult Cadillac into the spotlight, igniting excitement among motorsport fans and casual viewers alike.

As the countdown to the Super Bowl and the 2026 season begins, one thing is clear: Cadillac is not just entering Formula 1; it is doing so with a bang that could redefine American motorsport. Buckle up, because the race to the top is about to get thrillingly competitive!

Tags: 1958-formula-1-season2019-red-bull-crandon-world-cup2025-2026-seasonaction-express-cadillacAston MartinSergio PérezValtteri Bottas
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