Cadillac F1 team secures major sponsor via Sergio Pérez connection

Cadillac's Formula 1 team has leveraged its signing of driver Sergio Pérez to secure a major sponsorship deal with América Móvil, one of the Mexican driver's long-standing partners. The Mexican telecommunications giant will feature its Telcel, Infinitum, and Claro brands on the team's cars and within its paddock presence, marking a significant commercial coup for the new F1 entrant.

Why it matters:

This deal validates the immense marketing power of a driver like Sergio Pérez and demonstrates how new teams can rapidly build credibility and commercial appeal. For Cadillac, partnering with a global brand that has deep roots in Formula 1 through Pérez provides instant authenticity with existing fans while offering a direct channel to the crucial Latin American market.

The details:

• The sponsorship was directly influenced by Pérez joining the team, with América Móvil's leadership citing the "scale of their ambition" as a key motivator.
• The deal brings multiple familiar brands—Telcel, Infinitum, and Claro—onto the team's assets, continuing their visible presence in the sport linked to Pérez.
• Cadillac's commercial strategy emphasizes authenticity, aiming to connect with core F1 fans through partners with existing sport heritage while expanding into new markets.
• Tyler Epp, Cadillac's global head of commercial strategy, stated the partnership helps the team be "a strong contributor to the sport" by aligning with established names.

What's next:

This partnership sets a strong commercial foundation for the Cadillac F1 team as it prepares for its competitive debut. The influx of sponsorship revenue and market-specific expertise from América Móvil will be crucial resources in the team's build-up phase. It also signals to other potential partners the team's serious intent and its strategy of using driver star power and regional appeal to accelerate its growth on and off the track.