The Cadillac team will unveil its livery during the Super Bowl, and the estimated cost of such an event is truly astonishing. From 2026, a new team will officially join the Formula 1 family, increasing the number of competitors from ten to eleven. For its debut season, Cadillac has decided to surprise fans with a presentation unlike anything seen before.
The American team has announced that it will reveal the livery of its single-seater for the upcoming season during the Super Bowl, one of the most-watched sporting events in the world. It is a bold and highly symbolic choice, and Graeme Lowdon, the future team principal of Cadillac, has explained the reasoning behind selecting such a global stage for the team’s first major public appearance.
A unique event
Cadillac will become the first Formula 1 team ever to unveil its livery during the Super Bowl. According to reports from RacingNews365, the cost of a standard 30-second advertising slot during the event is estimated to be around 8 million dollars. If confirmed, this would make Cadillac’s launch one of the most expensive presentation events in the history of Formula 1.
Cadillac team principal Graeme Lowdon explained what pushed the American outfit towards this ambitious decision: “One of the things we said in support of our entry is that we wanted to do something that would authentically attract new fans to Formula 1. This is an example of that approach. It’s really positive for F1, it’s fantastic for the team. It connects everything about culture, sport in general, Formula 1 and American heritage with what we’re doing. It also helps define how the team wants to approach things. If it brings new fans to follow the team, and if it brings new fans to follow Formula 1, then so much the better.”
From the words of the team principal, it is clear that Cadillac’s main objective is to draw in as many new fans as possible: “We’ve often said that we don’t just want people to follow what we’re doing. We want them to come and join us on this journey of creating a new team. It happens very rarely. We think it’s a truly extraordinary journey, and the more people who follow it, the better it will be. We hope that initiatives like the Super Bowl can play a really key role in all of this.”
Once again, Cadillac will be the first team to reveal its livery during the Super Bowl. According to RacingNews365, the estimated cost of a simple 30-second advertisement is around 8 million dollars. Should these figures be confirmed, the launch would stand as one of the most expensive unveiling events Formula 1 has ever seen.
Graeme Lowdon reiterated what led the American team to make this choice: “One of the things we said in support of our entry is that we wanted to do something that would authentically attract new fans to Formula 1. This is an example of that approach. It’s really positive for F1, it’s fantastic for the team. It connects everything about culture, sport in general, Formula 1 and American heritage with what we’re doing. It also helps define how the team wants to approach things. If it brings new fans to follow the team, and if it brings new fans to follow Formula 1, then so much the better.”
The main goal of the team, as emerges once again from the words of its team principal, is to attract an ever-growing audience: “We’ve often said that we don’t want people to simply watch what we’re doing. We want them to come and join us on this journey of building a new team. It doesn’t happen very often. We believe it’s a really extraordinary journey, and the more people who follow it, the better it will be. We hope that initiatives like the Super Bowl can play a truly key role in all of this.”
This “all-American” strategy is a clear nod to F1’s explosive growth in the United States. By launching during the Super Bowl, Cadillac isn’t just talking to existing F1 enthusiasts—they are introducing the pinnacle of motorsport to the average American household, potentially changing the demographic of the sport’s viewership forever as they prepare for their 2026 debut.
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