Cadillac will reveal its F1 livery in a Super Bowl advertisement.
"We take pride in our American heritage."
Cadillac is set to unveil its first Formula 1 livery during a Super Bowl advertisement – a remarkably costly approach to present the new U.S. team ahead of its debut in 2026. The livery will feature in Cadillac’s Super Bowl commercial on February 8, 2026, with the brand announcing the initiative via social media.
"The livery is finalized," Cadillac stated. "See you Super Bowl Sunday."
A Super Bowl advertisement ranks among the most expensive broadcasting spots in global sports and entertainment. Recent 30-second slots have been priced around USD 7-8 million, while longer cinematic-style ads—such as the anticipated 60-second to two-minute formats from Cadillac—could exceed USD 12-20 million in overall production and airtime expenses.
Dan Towriss, CEO of Cadillac F1, mentioned the team aimed for an unveiling that resonates with its identity. "The Super Bowl represents one of those rare points in American culture where sports, entertainment, and storytelling collide," he remarked. "We are proud of our American heritage and wish to portray ourselves in a manner that is bold, innovative, and unmistakably ours." He added, "This is just the beginning, but it’s a moment I am incredibly proud of."
The Andretti family, whose original project formed the basis for Cadillac’s F1 entry, is also closely monitoring the preparations. Mario Andretti shared with Marca that the team has gathered substantial experience behind the scenes, despite being new on paper. "There are many individuals who have been through this before," he noted. "Recruiting talent is the challenge, and we’ve been fortunate as we have attracted interest from capable individuals."
However, he cautioned that the initial race will be the true evaluation. "How will we perform next year in Australia? That’s going to be the significant question. Everyone will be watching us."
With the introduction of extensive new regulations in 2026, Andretti feels that Cadillac is entering F1 at an ideal moment. "If you're joining as a new team, now is the perfect time," stated the 85-year-old. "Everyone begins from scratch with the chassis and the power unit. Moreover, with Ferrari, we’ll have an edge in that aspect," he elaborated. "Our team is youthful yet highly experienced."
Andretti also praised Colton Herta’s decision to leave IndyCar to compete in Formula 2 next year, marking a clear progression towards racing in F1 with Cadillac. "He must perform, that’s for sure," he affirmed. "But we have full confidence in him. Choosing to step down from being at the top in IndyCar to go to Formula 2 demonstrates his ongoing passion for F1," he commented. "It will be intriguing to see how his year unfolds, but I have faith in his talent."
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