Cadillac will unveil the livery of its 2026 challenger on Sunday, February 8, via a TV advertising spot during the 2026 Super Bowl, representing a bold new way for the team to connect with new audiences within the United States and beyond.

According to Nielsen, the 2025 edition of the Super Bowl between the Philadelphia Eagles and Kansas City Chiefs attracted 127.7 million viewers, the largest audience in U.S. TV history for a single-network telecast. (And around 127 times the average audience for an F1 race - Ed).

Kendrick Lamar's performance was the most-watched Super Bowl halftime on record, averaging 133.5 million viewers.

Beyond the records, the Super Bowl drives cultural conversations and is one of the few sporting events that truly sits squarely between sport, culture and entertainment - aligning with the mission of the Cadillac team.

"The Super Bowl is one of the rare moments in American culture where sports, entertainment and storytelling come together" said Dan Towriss, "and it gives us a chance to introduce Cadillac Formula 1 Team on a stage that reflects who we are.

"We're proud of our American heritage and we want to show up in a way that feels bold, innovative and distinctly ours. This is just the beginning, but it's a moment I'm incredibly proud of."

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READERS COMMENTS

1. Posted by Superbird70, 2 hours ago

"It's quite brilliant actually. A captive audience of potential fans (NASCAR are you listening?) with an abundance of disposable income. A global audience as well with all the simultaneous broadcasts.

Let's just hope they don't go all red, white and blue, stars & stripes, American Eagle on us.
"

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2. Posted by ffracer, 5 hours ago

"@KKK - This is a good thing. GM screaming about this new U.S. team in one of the largest U.S. markets - a 30 second commercial slot went for $20 million U.S. close to the infamous halftime show during the Super Bowl. This will bode well for their Cadillac Escalade sales lol. Seriously, in the spirit of Netflix and Red Bull Racing doing crazy demos around the world to build up their brand and ultimately F1, this is great. Cadillac looks awesome pushing Sergio Perez where many Mexicans watch the Super Bowl this is brilliant.
Super Bowl, ice cold beer, chicken wings, Cadillac Escalades and F1 cars : nice!"

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3. Posted by KKK, 8 hours ago

"For God's sake! It's an F1 team, what next? Cheerleaders? Next thing the FIA will have yellow flags they throw on the pit straight when a driver goes too fast and it's the right time for an advertising break"

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Super Bowl livery reveal for Cadillac

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