How to watch Cadillac’s 2026 livery reveal on Super Bowl Sunday

Cadillac is about to roar into the limelight – not with the scream of an engine, but with a 30-second slice of prime-time television watched by tens of millions around the world.

This Sunday night in the United States – or the very early hours of Monday morning for fans in the UK and Europe – the American marque will finally peel back the curtain on its long-awaited 2026 Formula 1 livery.

And because it’s already thinking on a blockbuster scale, Cadillac has chosen the biggest sporting broadcast on the planet to do it: the Super Bowl.

Rather than hosting a traditional launch event or livestream, Cadillac has opted for pure spectacle. The reveal will take place inside a television advert during the Super Bowl broadcast, instantly putting F’s new entrant in front of a global audience that stretches far beyond motorsport’s usual fanbase.

The exact second the car’s colours will flash onto screens depends on the unpredictable rhythm of the game itself. However, viewers in Britain and in Europe should be prepared for a late – or very early – night.

How to Witness the Reveal

The NFL showdown is scheduled to kick off at 11:30pm GMT on Sunday, with the Cadillac advert expected to air at roughly 3am GMT on Monday morning.

For UK fans, the good news is accessibility. The Super Bowl – and therefore Cadillac’s big moment – will be shown free-to-air on Channel 5, while Sky Sports will also carry full coverage.

Those who would rather avoid the midnight caffeine marathon can likely catch the reveal shortly afterward on Cadillac’s social media channels, where the team is expected to post the advert once it has aired live.

But the television spot is only half the story.

In New York City, Cadillac has been staging a slow-burn teaser in the heart of Times Square. A mysterious frosted display has been sitting in the iconic plaza, gradually “thawing” day by day.

As the countdown ticks toward Sunday, more of the design becomes visible – a physical manifestation of anticipation melting away to reveal the team’s identity beneath.

• Read also: Cadillac buoyed by ‘strong team spirit’ ahead of F1 debut

Dan Towriss, CEO of Cadillac Formula 1 Team Holdings, underscored the significance of the moment, saying: "The unveiling of a livery in Formula 1 is an important moment as it is a reflection of the team’s identity.

"The reveal at the Super Bowl and in Times Square represents both a launch moment and an invitation for fans to join in our journey.

"The Super Bowl spot will take the team into millions of homes, while the Cadillac Countdown will give a front-row view in one of the busiest areas in the US."

With experienced drivers Sergio Perez and Valtteri Bottas already linked to the project and team principal Graeme Lowdon steering the operation, Cadillac’s F1 ambitions are no longer theoretical – they are becoming visible, tangible and, very soon, colourful.

So whether you’re staying up through the night in London or in Europe, or watching from the comfort of a Sunday evening couch in the United States, one thing is certain: when the advert hits, Formula 1’s newest team will officially show its hand – and the grid will gain a bold new splash of American identity.

Keep up to date with all the F1 news via X and Facebook