The new Cadillac Formula 1 team will unveil its first livery during the Super Bowl, the finale of the American NFL. The team announced this on Wednesday. Cadillac’s emphasis on its American roots has been known for some time, and with this unveiling, the team is choosing the largest stage in the United States. Last year, a record 128 million people watched the Super Bowl.
The Super Bowl is much more than just the finale of the national American Football competition. It is also a spectacular show, with halftime performances by the biggest music artists and the most expensive commercials. The Cadillac Formula 1 team has secured a spot in the broadcast to launch the 2026 livery. “In addition to breaking viewership records, the Super Bowl is the driving force behind conversations about culture,” the team said in an official press release. “It is one of the few sporting events that precisely straddle the line between sports, culture, and entertainment, fully in line with Cadillac’s mission.”
“The Super Bowl is one of the rare moments in American culture where sports, entertainment, and storytelling come together,” responded Dan Towriss, CEO of the Formula 1 team. “This gives us the opportunity to present Cadillac on a stage that reflects who we are. We are proud of our American heritage and want to profile ourselves as such, with courage and innovation. This is just the beginning, but it’s a moment I’m incredibly proud of.”
Cadillac received the green light earlier this year to participate in Formula 1 from 2026. Participation under the Andretti name was previously dismissed, but with support from parent company General Motors, Cadillac still passed the inspection. From 2029, it will operate as a factory team with its own engine; until then, it relies on Ferrari as a supplier. Veterans Valtteri Bottas and Sergio Pérez were recruited as drivers.
