Cadillac’s arrival in Formula 1 is set to be an unprecedented media spectacle. The American brand chose none other than the Super Bowl on February 8, 2026-the most watched and most expensive television event in the United States-to officially unveil the livery of its first F1 single-seater.
With this, Cadillac is positioning itself directly in front of the public it most seeks to conquer: the American public, a key sector in Formula 1’s growth strategy under the direction of Liberty Media. The league has already successfully promoted massive events such as the Miami Grand Prix and the Las Vegas Grand Prix, designed to capture the attention of the North American market.
Launch in the world’s most expensive sports arena
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Cadillac’s ad will air during one of the Super Bowl’s most coveted advertising slots.
Where a 30-second commercial exceeds $8 million, according to recent NFL figures.
The brand has not disclosed the exact duration of the spot, but its presence in the broadcast guarantees global exposure and massive impact.
This type of presentation is not unprecedented: in 2015, Nissan used the Super Bowl to showcase the GT-R LM NISMO prototype.
However, Cadillac is looking for something much bigger:
To consolidate its position as one of the debutant teams in the 2026 season, along with Audi, in a year marked by the introduction of a new technical regulation that will transform the design of single-seaters.
A 2026 season with historic changes
Although Cadillac will showcase its design during the Super Bowl, the cars will have already run previously in the first preseason tests, scheduled for January 26-30 at the Circuit de Barcelona.
The tests will be behind closed doors, although it is likely that images will be leaked, as is customary on that circuit.
The 2026 season will be especially awaited by:
The entry of Cadillac and Audi
The radical change in the technical regulations
And the renewed interest of the American public, also driven by the movie “F1” starring Brad Pitt.
The brand has not revealed the exact lenght of the spot
QuéOnnda.com
F1 and Cadillac seek to win over the U.S. public.
It will be the second consecutive year that Formula 1 has had a presence at the Super Bowl.
In 2025, the event served as a platform to promote the Apple-produced F1 movie.
For 2026, Cadillac ups the ante by using the stage to unveil its first-ever Formula 1 single-seater.
With this strategy, the U.S. brand aims to dramatically break into the championship and strengthen the connection between motorsports and the most influential sports culture in the United States.
For more information, visit QuéOnnda.com.
