Primetime Debut: Cadillac Chooses Super Bowl Stage for Its First F1 Livery

Cadillac and GM are using the loudest possible megaphone for their Formula 1 arrival: a TV spot during the 2026 Super Bowl on February 8 will reveal Cadillac’s first F1 livery, placing the brand at the crossroads of American football, auto culture, and global motorsport while introducing itself as “America’s” new F1 team.

A Super Bowl Reveal With F1 Stakes

Unveiling a first-ever livery during Super Bowl LX on February 8, 2026 isn’t a normal design drop—it’s a primetime debut meant to make the team feel instantly major-league before it even races, and to frame Cadillac’s entry as a national moment with global consequences.

The “America’s F1 Team” Strategy

Cadillac wants to be perceived first as America’s F1 project and then as a global contender, and a Super Bowl livery reveal reinforces that identity by launching on the country’s most symbolic sporting night instead of a traditional F1 weekend.

What’s Been Teased About the Livery

The design has been teased but not fully shown, which makes the Super Bowl spot the first true, public, high-definition look at the colors and styling Cadillac plans to carry into its debut season.

Cadillac has already signaled credibility through experience with its Sergio “Checo” Perez and Valtteri Bottas pairing, a lineup that blends proven Grand Prix-winning pedigree while giving the new U.S.-centric team recognizable faces for day one.

Auto Brands and Tentpole Sports TV

High-profile sports broadcasts have become launch stages for performance programs because they deliver instant legitimacy and mass reach; Cadillac is applying that playbook to an entire F1 operation, not just a new road-car halo.

Second-screen viewing is now standard on Super Bowl Sunday, with many fans checking live odds, props, and promos through various betting apps while commercials and game action share the spotlight.

“With millions of viewers already juggling live coverage, social feeds and betting apps during the Super Bowl, Cadillac's livery reveal drops straight into a second-screen environment where fans track the game, the ad spots, and real-time storylines all at once.”

The Ad as a Brand-and-Racing Bridge

The commercial isn’t only about paint; it’s about tying Cadillac’s road-car heritage to F1 ambition in a single narrative that feels native to U.S. sports culture yet aimed at the world championship stage.