Cadillac to unveil 2026 F1 livery in Super Bowl ad

The Cadillac Formula 1 team will reveal its 2026 car livery in a television commercial during the Super Bowl on February 8, marking a high-profile, American-style entry announcement for the new constructor. The launch will be amplified by a simultaneous multi-day public reveal in New York's Times Square, inviting fans to join the team's journey from the outset.

Why it matters:

Launching a new team's identity during the Super Bowl—one of the most-watched television events in the United States—is a massive marketing play that instantly places Cadillac on the mainstream map. This strategy signals the team's serious commercial ambitions and desire to connect with a broad American audience from day one, leveraging the country's biggest sporting stage to announce its F1 intentions.

The details:

• The livery reveal is scheduled for a TV advert slot during the NFL Super Bowl on Sunday, February 8. The exact air time depends on the game flow but is expected around 3:00 AM GMT on Monday, February 9.
• Driver Line-up: The team, led by Principal Graeme Lowdon, will enter the championship with an experienced driver pairing of former Red Bull racer Sergio Perez and ex-Mercedes driver Valtteri Bottas.
• How to Watch: In the UK, the Super Bowl and the ad will air on free-to-air Channel 5 and via Sky Sports. The team is also expected to share the reveal on its social media channels after it airs.
• Times Square Exhibit: Coinciding with the TV ad, Cadillac will run a "Cadillac Countdown" exhibit in Times Square from February 6-9. A frosted display will gradually "thaw" as the launch approaches, ultimately revealing the livery to the public.

What's next:

The Super Bowl reveal is just the first major public step for the Cadillac F1 project. All attention will now turn to the team's technical development and on-track preparation for its debut season in 2026, where the livery will finally be seen in motion. The success of this flashy launch will be measured by the team's ability to convert the generated hype into long-term fan engagement and, ultimately, on-track performance.

• Team CEO Dan Towriss framed the reveal as both a launch and an invitation, stating the Super Bowl spot "will take the team into millions of homes" while the Times Square display offers "a front-row view."
• The actual competitive debut for Perez, Bottas, and the Cadillac challenger remains over a year away, setting the stage for a prolonged build-up to their first Grand Prix.