Cadillac to leverage US identity to grow F1 sponsorship portfolio Sport Business Formula 1 newcomers Cadillac are harnessing their status as the only “truly” American team to power their sponsorship strategy ahead of the season opener this weekend. Cadillac will be the 11th team on the grid after General Motors and Chelsea co-owner Mark Walter’s TWG paid a reported $450m anti-prize money dilution fee to expand the [...]
Cadillac add tech sponsor as Formula 1 newcomers gear up for debut Sport Business Cadillac Formula 1 Team have added software provider IFS to their portfolio of commercial partners as they continue preparations for joining the grid this year. Sweden-based IFS is the team’s first non-US partner and joins Tommy Hilfiger and Jim Beam in backing Cadillac ahead of their eagerly anticipated F1 debut. “IFS has been instrumental in [...]
F1 chief defends blockbuster $700m Apple TV deal Sport Business Cadillac chief Dan Towriss has defended Formula 1’s blockbuster new $700m media rights deal with Apple. The tech giant, whose digital arm streams Major League Soccer, signed a five-year deal for the US rights from 2026 last week reported to be worth over £500m, gazumping an ESPN offer for $90m per season. But the agreement [...]
Formula 1 profits sustainable despite cap increase, says Mercedes team CFO September 3, 2025 Mercedes-AMG Petronas F1 Team CFO Russell Braithwaite on maintaining profitability in Formula 1 amid cost cap changes and how the team’s partnership with SAP will help. Formula 1’s cost cap has helped to herald a new era of profitability, with strict limits on spending allowing teams to generate a surplus from the sport’s explosion in [...]
Tommy Hilfiger joins Formula 1 grid with Cadillac June 4, 2025 The newest team to the Formula 1 grid, Cadillac, have announced Tommy Hilfiger as a major partner. The Regent Street clothing brand has been synonymous with the Mercedes Formula 1 team but will join the American outfit ahead of their first season on the grid. The deal for the American apparel brand founded by its [...]
FIA and Formula 1 accept General Motors and Cadillac to 2026 grid March 7, 2025 Formula 1 and its governing body the FIA have approved Cadillac’s application to join the 2026 F1 grid. The move comes after their bid was approved for assessment in November following on from major governance changes at General Motors and Andretti. “The FIA and Formula 1 can confirm that, following the completion of their respective [...]
Cadillac Formula 1 team to follow Chelsea blueprint, say owners February 25, 2025 The Cadillac Formula 1 team will “apply the same transformative growth mindset” seen at sister outfit Chelsea FC as they gear up for their historic entry to the grid next year. Cadillac F1 are majority owned by TWG Global, the investment vehicle of Chelsea part-owner Mark Walter, a long-time business partner of the club’s chairman [...]