Going All Out: Cadillac Set to Reveal F1 Livery in Super Bowl Ad
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The Cadillac Formula 1 Team will reveal its car livery to the public on February 8 in a big, eye-catching manner: through a primetime commercial during the 2026 Super Bowl.
The team announced on Wednesday morning that they are particularly inspired by the Super Bowl's vast television audience, noting that the 2025 game drew 127.7 million viewers, marking the “largest audience in U.S. TV history for a single-network telecast.”
The announcement further highlights that, beyond its significance as a football event, the Super Bowl sparks “cultural conversations” about entertainment, fashion, and, of course, sports.
“The Super Bowl is one of the few occasions in American culture where sports, entertainment, and storytelling intertwine, and it allows us to present the Cadillac Formula 1 Team on a platform that embodies who we are,” stated Cadillac F1 Team CEO Dan Towriss. “We take pride in our American roots, and we want to make an impression that feels bold, innovative, and distinctly ours. This is just the beginning, but it’s a moment I’m extremely proud of.”
This decision is a smart one, especially as F1 increasingly embraces its role as an entertainment spectacle rather than merely a motorsport event—something the F1 CEO mentioned in a podcast last month. Presenting your team to a significant American audience in such a crucial forum is a shrewd move, even if it may cause some eye-rolling in Europe.
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Going All Out: Cadillac Set to Reveal F1 Livery in Super Bowl Ad
An American F1 team showcasing its car at the Super Bowl? I can already picture the Europeans rolling their eyes.