Cadillac F1 Team Sponsor: Negotiations on Title Rights

Cadillac’s upcoming Formula 1 team—set to join the grid in 2026 as the sport’s 11th entry—is on the verge of landing a blockbuster title sponsorship that could be one of the most lucrative in the paddock.

–by Mark Cipolloni–

Team CEO Dan Towriss (pictured) recently confirmed that negotiations with several high-profile brands are advancing quickly, and an announcement is expected well before the team’s debut race. The sponsorship drive is part of a broader push to finalize Cadillac’s commercial lineup as it ramps up operations in both the United States and the United Kingdom.

A Premium Title Package Priced at $55–70 Million Annually

Cadillac is asking between $55 million and $70 million per year for full title-sponsor rights over an initial five-year term, according to reporting from the Sports Business Journal. The exact figure within that range will depend on the final mix of assets and activations included.

In return, the title partner receives unparalleled exposure:

– Prominent branding on the car (including the most visible panels), driver and team uniforms, garage, pit wall, and all official team materials.
– Up to 100 annual Paddock Club passes plus extensive hospitality perks.
– Exclusive experiences such as hot laps with professional drivers, private tours of team facilities, and access to drivers and executives for corporate events, advertising shoots, and speaking engagements.
– Full category exclusivity, global marketing rights, facilitated B2B introductions, and co-branded thought-leadership events.

This positions the Cadillac title deal among the most expensive—and valuable—sponsorship opportunities on the current grid.

Flexible Structure If a Single Title Partner Isn’t Found

While a single title sponsor remains the preferred route, the team has built flexibility into its commercial model. If needed, Cadillac is open to two or three lead partners contributing $40–50 million each per season, effectively splitting the title-level branding and benefits.

Below that tier, the team is targeting:
– 3–5 premium partners at $20–30 million annually,
– At least 8 official partners at $3–15 million each,
– And a broader layer of technical suppliers starting at around $500,000 per year.

So far, Cadillac has already locked in Tommy Hilfiger as its official apparel and lifestyle partner and Jim Beam as its official spirits partner.

Industry sources report strong interest from international companies, though some prospective sponsors are pushing for rates closer to $30–40 million per year rather than the full asking price.

With F1’s popularity continuing to surge in the United States, Cadillac appears well-positioned to command premium commercial deals as it prepares to bring an American-owned team back to the pinnacle of motorsport for the first time in decades. An official title-sponsor reveal could come as early as the coming months, giving the brand maximum runway ahead of the 2026 season opener.