F1
Cadillac will unveil the livery of its 2026 F1 car during the Super Bowl.
Photo: Cadillac
It's hard to get more American than unveiling a livery of F1 during the Super Bowl. That's precisely what Cadillac F1 Team will do, as announced via Bloomberg that she would present the decoration of her first car in a commercial aired during halftime of the NFL final. The 2026 Super Bowl will be held on February 8 at Levi's Stadium in Santa Clara, California. With a record 191,1 million viewers in 2025Cadillac thus secures itself exceptional global visibility.
The delivery is set. See you Super Bowl Sunday 👀
Mark your calendars 🔗 https://t.co/8AvMbPRebR pic.twitter.com/v4OhtpzG5k
— Cadillac Formula 1 Team (@Cadillac_F1) December 3, 2025
The Super Bowl receives so much media attention that many brands want to use the halftime show to promote their latest flagship product. It's therefore common to see big-budget films get a trailer during this break.
The 30-second Super Bowl commercial costs $7 million
This visibility is far from free, since according to the figures of VarietyA 30-second commercial during the Super Bowl halftime show costs no less than seven million dollars. However, these expenses are not included in the budget cap imposed by the Fédération Internationale de l'Automobile (FIA).
This isn't the first time a manufacturer involved in motorsport has made a presentation at the Super Bowl. In fact, in 2015, Nissan had presented its GT-R LM Nismo, a hybrid prototype meeting LMP1 regulations WEC and which had allowed the Japanese firm to make its return to the top category of theEndurance and 24 Hours of Le Mans that same year. Let's hope for Cadillac's sake that the return on investment will be more successful than Nissan's, whose project turned into a fiasco.
Cadillac will make its Formula 1 debut at the 2026 Australian Grand Prix (March 8) with a car powered by Classic Ferrari for saleThe American team will put its faith in experienced drivers. Valtteri Bottas and to Sergio Pérez to launch his project. The Mexican recently achieved the first TPC in Cadillac's history by driving an SF-23 at Imola.
ALSO READ > The Formula 1 grid for the 2026 season is now complete.
Valentin GLO
Journalist. Endurance reporter (WEC, IMSA, ELMS, ALMS) and sometimes F1 or IndyCar.
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Yves-Henri RANDIER
03/12/2025 at 06:21 a.m.
A typically American communication strategy that will be widely seen across the United States... but a 30-second marketing cost of 7 to 10 million dollars that doesn't fit within the budget cap, what a joke!!
Alain Féguenne (🇱🇺 Luxembourg)
03/12/2025 at 05:20 a.m.
Can't wait to see the Cadillac livery... With Sergio... and Bottas... 😎👀👍