Cadillac F1 Team's Ambitious Commercial Strategy

The Cadillac F1 Team is gearing up for its Formula 1 debut in 2026. With operations spanning the U.S. and U.K., the team has secured veteran drivers Sergio Pérez and Valtteri Bottas to lead its inaugural campaign. Already making waves, Cadillac is pursuing an aggressive commercial strategy to establish itself as a competitive force in the sport.

–by Mark Cipolloni–

A Bold Pricing Strategy to Rival F1’s Biggest Deals

Cadillac is reportedly seeking a title sponsorship deal valued between $55 million and $70 million per year over five years, potentially totaling $350 million. This positions the team among Formula 1’s priciest partnerships, comparable to McLaren’s $100 million annual deal with Mastercard and Oracle’s $500 million, five-year agreement with Red Bull Racing.

F1 teams typically ask for $20M annually on the low end to closer to $100M on the high end to become their title partner.

The title sponsorship package offers more than just car branding. Partners gain naming rights alongside Cadillac, with their logos prominently displayed on cars, driver suits, helmets, and team apparel. The deal also includes premium hospitality perks, such as 100 Paddock Club passes, 60 paddock passes, grid access, private motorhome spaces, hot-lap experiences, and access to team drivers for corporate events.

For brands unable to commit to the full title sponsorship, Cadillac offers flexible tiers: two or three primary partners at $40–50 million annually, three to five premium partners at $20–30 million per year, or technical supplier roles starting at $500,000.

Growing Buzz Around an American F1 Entry

The team’s commercial appeal is already generating significant interest. Chris Lencheski of SKI Partners told Sports Business Journal that multiple international and domestic companies are inquiring about partnerships, with stronger interest currently coming from overseas brands.

As Cadillac prepares to join the F1 grid, its bold pricing and strategic vision signal a transformative approach to sponsorships, aiming to reshape the commercial landscape of Formula 1.