Cadillac is making arrangements to unveil the visual design of its initial Formula 1 vehicle throughout a Super Bowl advertisement on February 8, preceding the 2026 season.
The American organization will evolve into F1’s eleventh team in the coming year, making its start at the Australian Grand Prix from March 6-8 after a prolonged procedure to get onto the starting grid.
It is putting significant emphasis on its identity as an American team amidst F1’s drive to increase recognition in the US, and Cadillac will additionally push into that demographic with its visual design reveal.
“The Super Bowl represents a unique juncture in American culture where athletics, entertainment, and narrative all converge,” stated Dan Towriss, head of Cadillac F1, regarding the event that determines the NFL champion – occurring in Santa Clara, California in 2026.
“It affords us an opportunity to present the Cadillac Formula 1 Team on a platform that encapsulates our identity. We take pride in our American background and aim to present ourselves in a manner that is daring, inventive, and distinctly our own.
“This signifies merely the start, yet it’s a juncture that fills me with immense pride.”
Dan Towriss, CEO of TWG Motorsports and Cassidy Towriss arrive in the Paddock
Photo by: Sam Bloxham / LAT Images via Getty Images
This presents Cadillac with the chance to gain visibility among a substantial US audience, considering the 2025 event was viewed by 127.7 million individuals, marking the largest audience in American television history for a single-network broadcast.
Rapper Kendrick Lamar’s performance, in the meantime, stood as the most-watched Super Bowl half-time show ever, averaging 133.5 million viewers.
The Super Bowl encompasses more than just the game itself, with numerous fans showing interest in the commercials slated for airing around the event.
Advertising slots during Super Bowl broadcasts are highly coveted, costing approximately $8 million for a 30-second spot, and although Towriss refrained from disclosing the exact expenditure by Cadillac in a Bloomberg interview, he indicated that “it’s a typical Super Bowl investment”.
This will additionally represent the second consecutive year that F1 has been showcased during the Super Bowl coverage, following a teaser for the F1 motion picture that was released during the 2025 pre-game programming.
Cadillac further becomes the fifth F1 team to reveal the timing of its 2026 livery unveiling, following Red Bull and Racing Bulls (both on January 15), Alpine (January 23), and Aston Martin (February 9).
However, the American brand will have already tested the track before its Super Bowl advertisement, as Cadillac is arranging an initial run of its 2026 vehicle for some time in January with its seasoned racers Sergio Perez and Valtteri Bottas.
This is slated to occur before the inaugural pre-season testing, scheduled from January 26-30 in Barcelona, preceding two additional tests – in Bahrain from February 11-13 and February 18-20 – leading up to the Melbourne season opener.
