Cadillac F1 makes its pitch as US team with Super Bowl ad

Cadillac will become the 11th team on the 2026 Formula 1 grid, the first American-owned team in the sport since Haas entered in 2016 and the first to be backed by a major U.S. manufacturer (General Motors) in F1 history. Cadillac is running a 2026 Super Bowl ad likely with the message “America is back in Formula 1” narrative, and there is no bigger stage in U.S. media to make that statement than the Super Bowl.

1. Maximum U.S. audience in one moment
The Super Bowl routinely draws 110–120 million American viewers, by far the largest single-night TV audience in the United States. F1’s American growth has been explosive (three U.S. races in 2025, a fourth in 2026 with Chicago rumored), but awareness is still heavily skewed toward existing motorsport and younger demographics. The Super Bowl is the single most efficient way to reach mainstream America in one shot.

2. Official team name and livery debut
GM and Andretti-Cadillac have confirmed that the team will compete under the Cadillac name (not “Andretti Cadillac” or “Andretti Global”). The Super Bowl ad on February 8, 2026, will be the first time the public sees the official 2026 Cadillac F1 livery and hears the team referred to simply as “Cadillac F1 Team.”

3. Driver lineup already locked
Sergio Pérez and Valtteri Bottas are signed for 2026–2028. Both are experienced, popular, and marketable in the U.S. (Pérez via the huge Mexican-American audience, Bottas via personality and existing U.S. fanbase). The ad will feature both drivers.

4. Tie-in with GM’s broader marketing push
General Motors is spending north of $1 billion on the F1 program (power unit development starting 2028, full team entry 2026). The Super Bowl slot is part of a coordinated 2026 Cadillac brand campaign that also includes new road-car launches and an “American luxury performance” repositioning.

5. Slot already purchased
Multiple sources confirmed in November 2025 that GM secured a 60-second slot in the first half of Super Bowl LX (February 8, 2026, Allegiant Stadium, Las Vegas). Reported cost: approximately $14–15 million.