Cadillac F1 Team Logo on a Screen with front three quarters Silhouette Profile of Toy Formula One Car - Tigarto/ShutterstockRyan Erik KingWed, December 3, 2025 at 4:21 PM UTC·3 min readFormula 1 is just days away from crowning its 2025 World Drivers' Champion, but focus has already shifted to next season for many teams. The Cadillac F1 Team revealed on Wednesday that it will be unveiling the livery for its debut in a Super Bowl TV ad. For those of you who don't follow the National Football League, Super Bowl LX will be played next year on February 8. I'm already having flashbacks to when Nissan revealed the front-engined GT-R LM NISMO during Super Bowl XLIX in 2015.
While die-hard racing fans have likely followed every beat in the multi-year saga as Michael Andretti fought F1's commercial rights holder for a spot on the grid, Joe and Jane Plain from Spokane might not even know that Cadillac discontinued the DeVille. Super Bowl Sunday is the perfect stage to introduce a new American F1 team and reintroduce Cadillac as a brand to the public. The NFL's championship game is the most-watched television broadcast every year. This year's Super Bowl drew 127.7 million viewers, dwarfing F1's U.S. TV audience. ESPN's most-watched race this season was the Las Vegas Grand Prix, averaging 1.5 million viewers.
AdvertisementAdvertisementAdvertisementTeam CEO Dan Towriss hopes the team can build a domestic fanbase around its American identity. He told Bloomberg, "There's this underdog status as an American brand that is just joining Formula One but doing it from a standing start, going up against European rivals that have been honing their craft for decades." Towriss wouldn't say how much the team spent on the Super Bowl ad, but a 30-second ad cost $8 million during Super Bowl LIX.
Read more: What Is The B-21, America's Next Stealth Bomber?
Cadillac will be America's newest F1 underdogs
Cadillac F1 team CEO Dan Towriss walks in the paddock with Cadillac F1 Team Principal Graeme Lowdon during final practice ahead of the F1 Grand Prix of Italy at Autodromo Nazionale Monza on September 6, 2025 in Monza, Italy. - Kym Illman/Getty ImagesF1 is one of the few international competitions where the United States is truly an underdog. While Team USA has more Olympic gold medals than the next three countries combined, an American team has never won the F1 World Constructors' Championship. However, the U.S. can still lay claim to ten world championships through the engine builder Cosworth. The titles were won by engines designed and built in Britain but funded by the Ford Motor Company. It's indicative of why the U.S. is an underdog in the first place. Producing the engineering talent and having an automaker to organize an effort was never the issue. It's the will to devote the resources to what is, in all but name, a European championship.
AdvertisementAdvertisementAdvertisementCoincidentally, Ford is also returning to F1 next season in a similar capacity to its Cosworth tie-up. The Blue Oval is partnering with Red Bull Racing as it treads new ground and produces its own power unit in-house. The championship-winning team has made it clear that Ford would hold any equity in the engine-building venture despite offering technical support as part of the agreement. Both Ford and Cadillac will be joining Haas, an independent American team about to complete its tenth season in F1.
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