The Stars and Stripes team will officially present itself to its home audience with the clear objective of bringing new fans into the top category of motorsport.
There is now little time left before the presentation of Cadillac’s livery, with which the brand will make its Formula 1 debut in just over a month’s time at the Australian Grand Prix in Melbourne.
The American team has chosen to air its own commercial during the fourth quarter of next Sunday’s Super Bowl, one of the most widely watched television events in the United States. The commercial will serve as the official public debut of the team in front of the American mainstream audience. As revealed by The Hollywood Reporter, the spot will be directed by Sam Pilling and will feature a soundtrack composed by Oscar-nominated composer Max Richter. It is expected to last around 30 seconds and will focus primarily on the reveal of the car’s high-tech racing livery.
Following the unveiling of the colour scheme during the announcement, the message “watch on Apple TV” appears prominently. The images of the livery were shot directly using an iPhone in Bahrain, where the car will make its on-track debut the week after the Super Bowl during the second pre-season test session. The commercial is designed precisely to officially unveil the livery, a crucial element for the identity and branding of any Formula 1 team.
Apple is the official partner for Formula 1 content in the United States, with Apple TV subscribers able to follow all races live. The spot includes a clear reference to Apple TV in order to direct viewers toward the platform. Both Apple and Cadillac will further promote the commercial after it has aired.
Statements from the key figures
Ahead of the imminent presentation, Cadillac CEO Dan Towriss said: “The opportunity to grow the passion for Formula 1 in America is enormous, and we are still at the beginning. Apple has shown that it deeply understands the sport and knows how to attract new fans without losing its authenticity. I am excited to work with them in 2026 to grow the fan community both nationally and globally.”
Apple senior vice president of services Eddy Cue added: “Formula 1 sits at the intersection of sport, innovation and culture, and fan engagement is evolving rapidly with more energy than ever. Seeing Cadillac enter the grid in such a bold way is incredibly exciting, and it is a great sign of the direction the sport continues to take.”
Last year, Formula 1 President and CEO Stefano Domenicali told THR that the Circus had been “a bit arrogant” in its past approach to the United States, but that “the strategy,” he added, “has completely changed.” “We need to speak differently,” Domenicali said when describing the company’s efforts, “because we need to simplify the presentation of this product for new fans who are not really passionate yet, so that they can understand who we are. What is the competition about? What are the vibes we are creating around it?”
The context of Formula 1’s growth in the United States
Formula 1 is experiencing a phase of significant expansion in the United States, driven by cultural phenomena such as the Netflix series Drive to Survive and the Formula 1 movie starring Brad Pitt, which was nominated for four Academy Awards. Stefano Domenicali’s comments highlight the shift in approach aimed at making the sport more accessible and attractive to new viewers, by simplifying communication and creating positive vibes around the championship.
Cadillac’s appearance during the Super Bowl represents an important strategic step in this evolution. Using the biggest American sporting event to launch the team, reveal its livery and promote its partnership with Apple TV is a powerful statement. It positions Cadillac as the American standard-bearer in Formula 1 and accelerates interest in the 2026 season, which will mark both the team’s entry into the championship and the beginning of a new regulatory era.
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