Cadillac F1 Title Sponsorship: $70 Million Deal in Final Stages

Cadillac’s Formula 1 team, which will make its debut on the grid in 2026 as the sport’s 11th team, is moving closer to securing a major title sponsorship deal to complete its commercial portfolio.

According to team CEO Dan Towriss, negotiations with interested brands are progressing well, with the team expected to announce a title sponsor before its inaugural race. The sponsorship push comes as Cadillac continues building its infrastructure across the United States and the United Kingdom.

Cadillac Closing In on Sponsorship Deal Worth $55 Million to $70 Million

Cadillac F1 is seeking between $55 million and $70 million annually for the title sponsorship position over a five-year deal, placing the team among the higher-tier sponsorship offerings in Formula 1. According to Sports Business Journal, the specific price within that range depends on the asset mix offered to the sponsor.

The title sponsor position provides unprecedented visibility and marketing rights, with branding appearing on the most visible locations. This includes the racing car, team apparel, team uniforms, and promotional materials such as press conference backdrops, garage areas, and pit walls.

Beyond car branding, the title sponsor receives comprehensive hospitality benefits, including up to 100 Paddock Club passes annually, with added benefits. The sponsor also gains access to hot-lap experiences featuring professional drivers, team headquarters tours, and the ability to feature drivers and executives in corporate appearances and filming sessions.

.@Cadillac_F1 Team will have a title sponsor next year, per CEO Dan Towriss, suggesting that talks with an interested brand are far along.

➡️ The team was asking $55 million to $70 million annually for the position. pic.twitter.com/wmWfqgamZg

— Adam Stern (@A_S12) November 21, 2025

Additionally, the title sponsor secures category exclusivity and global marketing rights, while Cadillac commits to facilitating B2B introductions and hosting thought leadership summits with the sponsor.

Cadillac Open to Multiple Sponsors

If securing a single title sponsor proves challenging, Cadillac has structured alternative partnership frameworks to accommodate different commercial objectives and budget constraints. The team could pursue arrangements with two to three primary partners, each valued between $40 million and $50 million annually, which would potentially replace the need for a single title sponsor position.

Below this tier, Cadillac is seeking three to five premium partners at deals ranging from $20 million to $30 million each, followed by at least eight official team partner positions priced between $3 million and $15 million annually, which carry more limited branding rights and reduced hospitality benefits.

MORE: Cadillac Defies F1’s Orders With Shock Merch Drop in Las Vegas

The commercial structure extends to technical supplier agreements starting at $500,000 per year, creating entry points for companies seeking involvement without the premium positioning of higher-tier partnerships.

Currently, Cadillac has confirmed partnerships with Tommy Hilfiger as the official apparel and lifestyle partner and Jim Beam as the official spirits partner. Industry sources indicate that significant interest exists from overseas companies, though some prospective sponsors are reportedly seeking to negotiate lower annual rates in the $30 million to $40 million rangerather than pursue the top-tier asking price.