Cadillac and Checo Pérez to make Super Bowl LX appearance

The countdown is on for Mexican driver Sergio “Checo” Pérez to make his highly anticipated return to Formula 1—this time with Cadillac. The American automaker will debut its own F1 team next year, sparking major excitement across the US and Latin America, where the sport’s popularity continues to surge.

In the United States, Formula 1 fever is rising fast. A clear sign of that momentum came when Apple TV secured exclusive broadcast rights starting with the 2026 season. Add Cadillac’s entry into the sport—powered by the star power of Checo Pérez—and the buzz has reached new heights from Mexico to Miami and beyond.

Cadillac to unveil its 2026 race car at the Super Bowl

To capitalize on that growing audience, Cadillac has made a bold move: unveiling its 2026 race car during the broadcast of Super Bowl LX on February 8, 2026 in Santa Clara, California.

The reveal won’t be just another car launch. Cadillac has invested heavily in a blockbuster commercial featuring Hollywood icon Keanu Reeves, alongside Checo Pérez and his teammate Valtteri Bottas.

Cadillac’s multimillion-dollar investment to appear in the Super Bowl

According to Adweek, Cadillac is estimated to have spent close to $8 million to star in the advertisement for its new single-seater.

However, this appears to be a smart bet for the US- and UK-based team, as Super Bowl LX, in which Bad Bunny will headline the halftime show, is estimated to surpass the viewership levels of Super Bowl LIX, which generated 127 million viewers globally and up to 135 million for the halftime show.

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