Cadillac to unveil 2026 F1 livery during Super Bowl broadcast

The decision marks a bold push to connect with new audiences in the United States and expand its global reach as Cadillac enters Formula 1 for the first time, as the sport booms globally, particularly in North America

The Super Bowl remains the most-watched television event in the country. Nielsen reported that the 2025 edition between the Philadelphia Eagles and Kansas City Chiefs drew 127.7 million viewers, the largest audience in United States TV history for a single network broadcast. Kendrick Lamar’s halftime performance peaked at 133.5 million viewers, setting a new record for the event’s showpiece segment.

The average price for a 30-second Super Bowl ad in 2025 is around $8-million, with some spots selling for even higher prices.

For Cadillac, the Super Bowl’s blend of sport, culture and entertainment offers the perfect platform to introduce its Formula 1 identity. The organisation believes the event aligns with its mission to build a team that resonates far beyond the racetrack.

Cadillac Formula 1 Team Holdings CEO Dan Towriss said: “The Super Bowl is one of the rare moments in American culture where sports, entertainment and storytelling come together, and it gives us a chance to introduce 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," added Towriss.

The 2026 season will usher in an all new regulatory era, and Cadillac is aiming for maximum visibility as it enters the championship. By selecting the Super Bowl for its livery reveal, the team becomes the first in F1 to use the event as a launch platform, setting the tone for an ambitious start to its new project.

With the broadcast now locked in, attention turns to what the American manufacturer will showcase in front of millions of viewers. The reveal is expected to offer the first glimpse of Cadillac’s visual identity in F1 as teams prepare for the new engine and chassis regulations coming into force for 2026.