Cadillac is planning to disclose the livery of its maiden System 1 automobile throughout a Tremendous Bowl advert on 8 February forward of the 2026 marketing campaign.
The American outfit will turn into F1’s eleventh workforce subsequent yr when it makes its debut on the Australian Grand Prix on 6-8 March after a prolonged course of to the grid.
It’s going enormous on the tag of being an American squad amid F1’s push to extend reputation within the US and Cadillac will additional push into that demographic with its livery reveal.
“The Tremendous Bowl is likely one of the uncommon moments in American tradition the place sports activities, leisure and storytelling come collectively,” mentioned Cadillac F1 boss Dan Towriss of the occasion which decides the NFL champion – happening in Santa Clara, California in 2026.
“It provides us an opportunity to introduce the Cadillac System 1 Group on a stage that displays who we’re. We’re pleased with our American heritage and we wish to present up in a manner that feels daring, progressive and distinctly ours.
“That is just the start, but it surely’s a second I’m extremely pleased with.”
Dan Towriss, CEO of TWG Motorsports and Cassidy Towriss arrive within the Paddock
Picture by: Sam Bloxham / LAT Photographs through Getty Photographs
It’s giving Cadillac the chance to be seen by an enormous US viewers, contemplating the 2025 version was watched by 127.7m viewers which was the biggest viewers in American tv historical past for a single-network telecast.
Rapper Kendrick Lamar’s efficiency, in the meantime, was probably the most watched Tremendous Bowl half-time present on file with a mean of 133.5million viewers.
The Tremendous Bowl is about extra than simply the sport, with many followers even within the adverts dedicated to being proven across the occasion.
Advert slots throughout the Tremendous Bowl protection are extremely wanted, with it costing roughly $8m for a 30-second slot, and though Towriss refused to disclose how a lot Cadillac had spent in an interview with Bloomberg, he did say “it’s a typical Tremendous Bowl spend”.
It should even be the second, consecutive yr that F1 has featured throughout the Tremendous Bowl protection after a teaser for the F1 movie dropped throughout the 2025 pre-game present.
Cadillac can be the fifth F1 workforce to announce when it’ll reveal its 2026 livery after Crimson Bull and Racing Bulls (each 15 January), Alpine (23 January) and Aston Martin (9 February).
However the American marque may have hit the monitor forward of its Tremendous Bowl advert although, as Cadillac is planning a primary run of its 2026 machine for a while in January with its veteran drivers Sergio Perez and Valtteri Bottas.
It will come earlier than the primary pre-season take a look at, 26-30 January in Barcelona, earlier than two extra checks – in Bahrain on 11-13 February and 18-20 February – forward of the Melbourne season opener.
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