Cadillac Formula 1 Team has chosen Excel Sports
Management as its Agency of Record responsible for leading commercial sales strategy and partnership development globally.
Cadillac Formula 1 Team has already established a platform
across partnerships, performance, brand and fan engagement, according to the agency. This next phase marks a critical step in expanding its commercial platform, with Excel tasked to amplify revenue
growth through an integrated approach to partnerships.
The team has been working for almost a year with agencies to find sponsors, industry executives told Sports Business Journal, with Excel Sports
Management, Wasserman and Right Formula among those that have been mentioned.
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Cadillac Formula 1 Team announced a multi-year partnership with Tommy Hilfiger last June as
the team’s official apparel partner and lifestyle sponsor. Jim Beam recently kicked off a partnership with the Cadillac Formula 1 team which includes
branding on the car and in-person activations, marking Jim Beam’s first major move into Formula 1.
Cadillac Formula 1 Team and Excel will focus on evolving and scaling a
best-in-class commercial ecosystem, creating distinctive, high-impact opportunities for brands. Central to this vision is Cadillac F1 Team’s position as the only American team that is uniquely
equipped to deliver innovative partnerships in the world’s fastest growing sport.
Formula 1 has continued to evolve into one of the leading sports and cultural platforms
globally, says Jason Miller, executive vice president, commercial revenue and head of properties, Excel Sports Management.
“Leveraging our global footprint and network, our
focus will be on shaping a long-term commercial strategy for the modern era and aligning with likeminded commercial partners that want to come along for the ride,” Miller says in a release.
The Cadillac Formula 1 Team is backed by TWG Motorsports and General Motors and has operations in both the U.S. and UK. The team will make its Formula 1 debut in 2026.