Cadillac Targets Up to $70 Million Per Year From Potential F1 Title Sponsor

Cadillac is seeking a lucrative title sponsorship deal worth up to US$70 million annually as it prepares to enter Formula One, according to a report by Sports Business Journal (SBJ).

The ambitious valuation would place Cadillac’s title deal just below the reported US$100 million-per-year partnerships enjoyed by top-tier teams such as Red Bull Racing and McLaren, despite Cadillac being a new entrant in the sport. For comparison, MoneyGram’s title sponsorship of Haas F1 Team is reportedly worth around US$20 million annually, even as Haas is expected to outperform Cadillac in the 2026 season.

So far, Cadillac’s sponsorship portfolio includes just two official partners: Tommy Hilfiger, which signed on as the team’s inaugural sponsor, and Jim Beam, named the official spirits partner earlier this week.

According to SBJ, Cadillac’s title sponsorship package includes full naming rights, global marketing rights, category exclusivity, access to team branding and assets, and prime car placement for maximum media exposure. 

The structure follows the typical value proposition offered to F1 title sponsors, which includes brand visibility across high-impact areas of the car and extensive global reach through the sport’s growing audience.

Despite Cadillac's premium asking price, there appears to be no shortage of suitors. Chris Lencheski, co-founder of SKI Partners and chairman and CEO of Phoenicia Sport & Entertainment, told SBJ that international interest in sponsoring General Motors’ F1 entry is strong:

“There is a significant amount of quality companies in quality sectors, with larger interest coming offshore than domestic currently, in sponsoring General Motors’ relationship to Formula One,” Lencheski said.

“Because they are arguably, depending on any given year, the largest or second largest automotive manufacturer in the world. Any time that kind of company comes to a new form of any sport, let alone motorsport—which is a cornerstone, hallmark, signature obligation of global performance marketing in automotive—it’s going to spur a lot of interest.”

This aligns with remarks made earlier in the year by Graeme Lowdon, team principal at Cadillac F1, who told BlackBook Motorsport, “I’m certainly encouraged by the level of interest that we’ve had,” said Lowdon. “In fact, for a growing team, the interest levels risk outstripping our capacity to deal with it in the short term. So from that point of view, it’s very, very encouraging, and I’m certainly hopeful that we would be able to bring some innovative new partnerships into F1 and some existing ones as well.”

While Cadillac is actively pursuing a title sponsor, SBJ reports that the team is also exploring alternative funding structures if a singular deal at their desired valuation proves difficult to secure.

Options include:

• Two to three premium partners, each contributing between US$40 million and US$50 million annually
• Three to five additional premium sponsors, valued at up to US$30 million per year
• Eight or more official team partners, with deals ranging from US$3 million to US$15 million
• Technical supplier agreements, starting from US$500,000 annually

Cadillac’s entry into Formula One—under the Andretti-Cadillac alliance backed by General Motors—marks a significant expansion of American presence in the sport, which continues to enjoy explosive growth across global markets. The brand's ambition to secure a high-value title sponsor reflects both its confidence in the F1 platform and the marketing power of General Motors on the world stage.