Cadillac will unveil its 2026 Formula 1 livery during a Super Bowl television commercial on February 8, marking the American brand's bold entry as the first new team in a decade. The reveal coincides with a public exhibit in New York City's Times Square. The team, led by principal Graeme Lowdon, features drivers Sergio Perez and Valtteri Bottas.
Cadillac's entry into Formula 1 represents a significant investment, estimated at $1 billion by sports reporter Joe Pompliano. This includes a $450 million anti-dilution fee shared among the existing 10 teams, $130 million for annual operations, $100 million for engine development, and costs for salaries, staff, and marketing. As the parent company of General Motors, Cadillac paid this fee to join the grid for the 2026 season.
The livery reveal is scheduled for a commercial during the fourth quarter of the Super Bowl, which features the New England Patriots against the Seattle Seahawks. The game kicks off at 6:30 p.m. EST (11:30 p.m. GMT) on Sunday, February 8, 2026, with the advert expected around 3 a.m. GMT on Monday, February 9. UK viewers can watch for free on Channel 5 or via Sky Sports, and Cadillac plans to share the reveal on social media afterward.
Simultaneously, from February 6 to 9, a frosted exhibit in Times Square will gradually thaw to display the livery, offering a public spectacle in one of America's busiest areas. The advertisement was produced in partnership with Apple TV, the official U.S. home for F1 broadcasts.
Team principal Graeme Lowdon leads the outfit, with Sergio Perez, formerly of Red Bull, and Valtteri Bottas, ex-Mercedes, as drivers. The pair have competed in 500 Grand Prix combined, securing 100 podiums. Dan Towriss, CEO of Cadillac Formula 1 Team Holdings, emphasized the moment's importance: "The unveiling of a livery in Formula 1 is an important moment as it is a reflection of the team’s identity. The reveal at the Super Bowl and in Times Square represents both a launch moment and an invitation for fans to join in our journey."
Eddy Cue, Apple's senior vice president of services, added: "F1 sits at the intersection of sports, innovation and culture, and the fan engagement is evolving quickly with even more energy than ever. Seeing Cadillac enter the grid in such a bold way is incredibly exciting, and a great signal of where the sport continues to head."
