Cadillac’s team will unveil its 2026 F1 livery on Sunday. During the recent shakedown in Barcelona Valtteri Bottas and Sergio Pérez were still running black camouflage, but the Americans will soon pull the cover off the definitive colour scheme. Cadillac will present the design for the first time via an advert during the Super Bowl, the finale of the American NFL season — a stage where outrageously expensive commercials have become tradition.
The Super Bowl is far more than just the final of the national American football championship. During the break there is a spectacle: the so‑called halftime performances from the world’s biggest music stars. It’s no accident Americans call the event ‘the biggest stage in the world.’ In recent years the Super Bowl has consistently broken viewing records, which makes it especially attractive for advertisers to secure a commercial slot.
American companies roll out lavish productions for these special Super Bowl ads; it’s often a battle to sign the biggest global stars for the most eye‑catching commercials. According to experts the costs also run high. Reportedly companies will pay around $8 million for a thirty‑second spot in 2026. Cadillac is joining the Super Bowl frenzy. Amid the American football spectacle and the musical performances the team will unveil the livery for its upcoming debut season.
American heritage
“Besides breaking viewership records, the Super Bowl is a driving force in cultural conversation,” the team said earlier in a press release. “It is one of the few sporting events that sits precisely at the crossroads of sport, culture and entertainment, fully in line with Cadillac’s mission.” Dan Towriss, CEO of the Formula 1 team, added: “We are proud of our American heritage and want to present ourselves that way — with boldness and innovation. This is just the beginning, but it’s a moment I’m incredibly proud of.” In the Netherlands the Super Bowl takes place on the night of Sunday 8 to Monday 9 February. The halftime show is expected to start at around 01:15 UTC.
The Super Bowl ad isn’t Cadillac’s only stunt. A so‑called ‘Countdown Box’ has recently been installed on world‑famous Times Square in the heart of New York. The installation contains a replica of the team car with the first livery. The structure is clad in frosted glass, so passersby see only silhouettes, paired with a large digital countdown clock. After the Super Bowl the frosted effect will disappear and the ‘Countdown Box’ will become fully transparent, revealing the car in its final livery.
