Back to today’s briefing

Story perspectives

Cadillac Unveils F1 Livery During Super Bowl LX Weekend

1/29/2026

47 9

Summary

Story summary

Cadillac will reveal its Formula 1 livery during Super Bowl LX weekend in New York City.
The car will be concealed behind a frosted glass box in Times Square until February 8, 2026.
The move aims to attract new fans and forge an American identity in F1.
The 30-second Super Bowl ad costs about $7-8 million and highlights Cadillac's underdog narrative.

1 of 1

Story summary

Cadillac will reveal its Formula 1 livery during Super Bowl LX weekend in New York City.
The car will be concealed behind a frosted glass box in Times Square until February 8, 2026.
The move aims to attract new fans and forge an American identity in F1.
The 30-second Super Bowl ad costs about $7-8 million and highlights Cadillac's underdog narrative.