• by Tanya Gazdik , Yesterday

Cadillac, the only U.S. team competing in Formula 1 next year, is still planning to unveil the livery of its 2026 challenger via a Super Bowl broadcast spot, a spokesperson confirmed on Friday.

A report suggested the General Motors luxury brand -- which has been without a CMO since June -- was reconsidering the big TV spot for more targeted marketing, potentially focusing on digital, according to ALM Media, which has since been removed the release from its website and declined a request for comment. 

A Cadillac spokesperson said there is no update about a new CMO. Another GM spokesperson referred comment about the Super Bowl plans to GM's global motorsports public relations team, which is based in the U.K. 

That spokesperson referred back to the Dec. 3 release announcing the Super Bowl spot and declined to answer questions about which agency is working on the spot or which quarter it will appear. 

The Super Bowl news was announced in early December by Dan Towriss, chief executive officer of Cadillac Formula 1 Team Holdings.

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

Cadillac chose the Super Bowl because “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 told Bloomberg.

Cadillac F1, which is backed by General Motors and TWG Motorsports, has been approved by the FIA and Formula One to join the World Championship from the 2026 season. TWG Motorsports is a subsidiary of conglomerate TWG Global, led by Guggenheim Partners CEO and founder Mark Walter, who also owns the Los Angeles Lakers and the Los Angeles Dodgers. 

No other automakers have revealed any plans related to the Super Bowl as of yet. 

GM was last in the Super Bowl via a partnership with Netflix in 2023 with “Why Not an EV?” featuring actor Will Ferrell.