Cadillac Formula 1 Team rendering

Cadillac will reveal the livery for its first Formula 1 car in an advertising spot during one of America’s most-watched annual events.

F1’s newest team will present its colour scheme for the 2026 season in an advert during the 2026 Super Bowl on February 8th.

The launch will take place between the first test of 2026, which will be held behind closed doors at the Circuit de Catalunya at the end of January, and the second of three which will take place at the Bahrain International Circuit from February 11th.

Last year’s Super Bowl attracted an audience of over 127 million viewers. Cadillac F1 CEO Dan Towriss said he is “incredibly proud” the team can use it to launch their participation in the championship.

“The Super Bowl is one of the rare moments in American culture where sports, entertainment and storytelling come together, and it gives us a chance to introduce Cadillac Formula 1 Team on a stage that reflects who we are,” he said. “We’re proud of our American heritage and we want to show up in a way that feels bold, innovative and distinctly ours.”

The Super Bowl has previously been used by major manufacturers to launch motorsport programmes. In 2015 Nissan presented its GT-R LM Nismo contender for the World Endurance Championship in an advert during the broadcast (below). The radical front-mid-engined design proved disastrously uncompetitive: the sole example to reach the chequered flag at Le Mans that year was not classified as it failed to complete 70% of the winning car’s distance. Nissan cancelled the project without competing in another race.

Cadillac is the fifth F1 team to reveal details about its launch plans for next season. Red Bull’s two F1 teams will hold a launch event in Detroit as part of their tie-up with Cadillac’s rival Ford on January 15th. Alpine and Aston Martin have also confirmed their launch plans.

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