Cadillac's Super Bowl F1 reveal reportedly cost up to $20 million

Cadillac's Formula 1 entry made a multi-million-dollar first impression, with team CEO Dan Towriss suggesting the brand spent up to $20 million to reveal its 2026 car livery during the NFL's Super Bowl. The strategic splash, featuring a video with President John F. Kennedy's iconic "We choose to go to the Moon" speech, was aimed at capturing the largest possible audience, particularly in the crucial U.S. market, to announce its ambitious F1 mission.

Why it matters:

This massive marketing investment signals General Motors' serious commitment to Formula 1, using America's biggest sporting event to launch a direct challenge to established European giants. It underscores the commercial scale and high-stakes nature of a new manufacturer's entry into the sport, where brand perception and fan engagement from day one are critical for long-term success.

The details:

• Towriss confirmed the estimated cost was comparable to standard Super Bowl ad rates, roughly $10 million per 30 seconds, for their one-minute slot.
• Despite the era of F1's cost cap, the team anticipates operating at a financial loss for its first two seasons (2026 and 2027) as it builds its competitive foundation.
• The team clarified that the TWG AI branding on the car's sidepods represents a genuine, arms-length sponsorship deal with cash investment, not merely internal General Motors branding or a placeholder.
• The choice of a black-and-white livery was intentional, with black representing a "bold attitude" and white symbolizing America's traditional racing colors, freshness, and optimism. The monochromatic scheme aligns with Cadillac's high-performance branding identity.

What's next:

The newly liveried car has already completed a filming day in Bahrain, with drivers Sergio Perez and Valtteri Bottas sharing duties. All focus now shifts to the first official pre-season test at the same circuit from February 11-13, where Cadillac's on-track performance will begin to answer the questions raised by its multi-million-dollar debut.