Cadillac is making sure its arrival to Formula 1 won’t go unnoticed. Instead of a traditional launch, the American brand will reveal its first-ever Formula 1 livery during a Super Bowl commercial on February 8, 2026. A bold, strategic move designed to cement its identity as F1’s newest all-American team.

The squad will officially join the grid at the 2026 Australian Grand Prix, becoming the 11th team in Formula 1, but its global introduction will happen on the biggest stage in U.S. sports and entertainment.

As team boss Dan Towriss explained in an interview with U.S. media: “The Super Bowl is one of the rare moments in American culture where sports, entertainment, and storytelling come together. It gives us a chance to introduce the 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.”

The move makes perfect sense when you look at the numbers: the 2025 Super Bowl drew 127.7 million viewers, making it the most-watched telecast in U.S. history. Even Kendrick Lamar’s halftime show hit a record 133.5 million average viewers. It’s the ultimate launchpad for brand visibility.

Super Bowl ad slots are among the most expensive in the world, roughly $8 million for 30 seconds. Towriss didn’t disclose Cadillac’s exact spend in his remarks to Bloomberg, but he did call it a “typical Super Bowl investment.”

This also marks the second consecutive year Formula 1 will appear during the broadcast, after the teaser for the F1 movie aired in 2025.

Cadillac joins the list of teams announcing their 2026 launch plans: Red Bull and Racing Bulls (January 15), Alpine (January 23), and Aston Martin (February 9). Still, Cadillac will be the only one revealing its identity on national prime-time television, in the most-watched sporting event in America.

Before the big reveal, the car will already hit the track: Cadillac is planning its first shakedown in January with its experienced driver lineup, Sergio Pérez and Valtteri Bottas, marking the beginning of a new chapter for an all-new American powerhouse.

Cadillac isn’t simply joining Formula 1, it’s making sure everyone notices when it arrives.