The American team has just announced a major addition to its management structure, with a new executive responsible for the commercial side of the stars-and-stripes outfit.
Tyler Epp takes the helm of Cadillac F1’s commercial strategy
Tyler Epp, former president of the Formula 1 Miami Grand Prix, has been appointed Global Head of Commercial Strategy at the Cadillac F1 Team, set to make its debut in 2026. This appointment represents a significant step for Epp, who leaves his role in Miami to lead the commercial efforts of a team poised to strengthen the American presence in Formula 1.
Epp brings extensive experience in motorsport and professional sports. Over four years, he led the Miami GP, transforming it into one of the calendar’s most prestigious events thanks to his ability to attract a global audience and high-profile sponsors. Prior to Miami, he held key roles in motorsport, including at NASCAR Hall of Fame Racing and Chip Ganassi Racing, and gained experience in American football and baseball. His expertise ranges from large-scale event management to developing commercial strategies, making him ideal for this new role.
Commercial objectives for Cadillac
Epp’s role will be crucial in building and expanding the team’s commercial portfolio. General Motors’ subsidiary has already secured deals with Tommy Hilfiger for apparel and Jim Beam for spirits. However, Cadillac is still searching for a title sponsor, negotiating contracts in the range of $55–70 million per year over five years. Epp will lead the commercial team’s efforts to attract and manage these high-value partnerships.
With his international experience, Epp will work to position Cadillac as a competitive player in the global F1 market, where sponsorship deals are vital for financial sustainability.
Alongside Epp’s appointment, 28-year-old Katharina Nowak, former VP of Business Operations at the Miami GP, will serve as president of the event, ensuring continuity in managing one of Formula 1’s most important races. This move highlights the Miami team’s ability to maintain strong leadership while Epp focuses on the Cadillac project.
Strategic significance for General Motors and TWG Motorsports
Epp’s entry into Cadillac represents a strategic step for both General Motors and TWG Motorsports. His experience in turning the Miami GP into a globally successful event makes him ideally suited to lead a new team in a competitive environment. With Formula 1’s rapid growth in the USA, Cadillac aims to become a symbol of this expansion, attracting both fans and investors. Securing high-profile sponsors under Epp’s guidance could redefine the commercial landscape of the sport and intensify competition for partnerships.
Tyler Epp’s vision for Cadillac F1
Epp expressed enthusiasm for the project, describing it as a unique opportunity to strengthen F1 in the United States and globally. Cadillac’s leadership, led by CEO Dan Towriss, sees in Epp a figure capable of translating this vision into tangible results, leveraging his expertise to build a team that is competitive both on and off the track.
The appointment of Tyler Epp as Global Head of Commercial Strategy marks a pivotal moment for Cadillac. With the team’s debut scheduled for 2026, Cadillac is counting on his expertise to establish a strong commercial foundation, attract major sponsors, and consolidate Formula 1’s presence in the American market, ushering in a new era of growth for the sport.
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