Cadillac’s American Formula 1 team has chosen the loudest possible stage to unveil its car’s new livery.
Cadillac’s American Formula 1 team has picked a high-profile platform to debut its car’s livery: the design will be revealed for the first time on February 8 in a commercial airing during the 2026 Super Bowl.
The Super Bowl is the National Football League (NFL) season finale, determining the champion of American football in the U.S.
The team explained that the choice was driven by the enormous television audience—the 2025 Super Bowl drew 127.7 million viewers, making it the most-watched single-network broadcast in U.S. television history. The press release also emphasized the cultural impact of the event, which blends sports, entertainment, and fashion.
“The Super Bowl is a rare moment where sports, entertainment, and storytelling intersect. It’s the perfect stage to introduce the Cadillac Formula 1 Team and show who we are,” said team principal Dan Touriss. “We’re proud of our American heritage and want to make a bold statement in our own way. This is just the beginning, but it’s a very important moment for us.”
The strategy makes sense: Formula 1 is increasingly positioning itself as part of the entertainment industry, not just motorsport. Appearing on the U.S.’s biggest televised event is both a bold and calculated move. And yes, European fans are probably already rolling their eyes.