TWG Motorsports

What TWG Motorsports does

TWG Motorsports is a private, multi-discipline motorsport organization operating as a division of TWG Global, LLC. It manages a portfolio of race teams across six premier global series: Formula 1 (Cadillac Formula 1 Team, co-owned with General Motors), NASCAR Cup and Truck Series (Spire Motorsports), INDYCAR and Indy NXT (Andretti Global), Formula E (Andretti Global), IMSA WeatherTech SportsCar Championship and Lamborghini Super Trofeo North America (Wayne Taylor Racing), and the Australian Supercars Championship (Walkinshaw Andretti United). The organization was reorganized under CEO Dan Towriss beginning September 2024, when he assumed day-to-day leadership of Andretti Global after Michael Andretti stepped back, and it formally launched the Cadillac Formula 1 Team as the 11th grid entry — the first new F1 team since 2016 — with its competitive debut at the March 2026 Australian Grand Prix. Underlying technology includes TWG AI (the official AI partner and main sponsor of Cadillac F1), the GM Performance Power Units division developing Cadillac's in-house F1 power unit for 2029, and media infrastructure producing premium content such as the Crews Control YouTube series with Box to Box Films.

Name

TWG Motorsports

Legal name

TWG Global, LLC

Website

https://twgmotorsports.com

Company type

Private

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

TWG Motorsports is a private motorsport organization that owns and operates racing teams across Formula 1, NASCAR, IndyCar, Formula E, IMSA, and Supercars Championship, serving global corporate sponsors through multi-series racing platforms, media content, and live event exposure.

Ownership category

akta.pro rank

Product category

Motorsport Racing Services

NAICS

Racetracks (711212)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsports Teams & Entrants (Factory & Independent) (MPAKAGAB)

akta.pro secondary industries

Motorsports Series & Championships (Sanctioned Racing Calendars) (MPAKAGAA), Motorsports Media Rights & Broadcasting (Series-Owned/Controlled) (MPAKAGAF), Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD)

Keywords

• Motorsport team operations
• Professional racing teams
• Formula 1 racing
• NASCAR racing team
• Motorsport sponsorship platform

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Sponsorship Revenue: Major corporate sponsors pay for brand placement, logo visibility, and marketing integration across TWG's portfolio of racing teams including Cadillac F1, Spire Motorsports (NASCAR), Andretti Global (IndyCar/Formula E), Wayne Taylor Racing (IMSA), and Walkinshaw Andretti United (Supercars).
2. Media Content Rights: Production and distribution of premium motorsport content (e.g., Crews Control YouTube series with Terry Crews and Box to Box Films) generating revenue through viewership, advertising, and brand partnerships.
3. Racing Competition Winnings: Revenue from race victories, championships, and prize money across multiple racing series including NASCAR Cup Series, NASCAR Truck Series, IndyCar, Indy NXT, Formula E, IMSA WeatherTech SportsCar Championship, and Supercars Championship.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

TWG Motorsports owns and operates a portfolio of elite racing teams across Formula 1 (Cadillac F1 Team), NASCAR (Spire Motorsports), IndyCar/Indy NXT (Andretti Global), Formula E (Andretti Formula E), IMSA endurance racing (Wayne Taylor Racing), and the Australian Supercars Championship (Walkinshaw Andretti United). The company provides integrated sponsorship platforms for global brands (Jim Beam, Tecovas, TWG AI, Box to Box Films, GM/Cadillac) and produces media content including the Crews Control YouTube series, leveraging proprietary TWG AI technology and a strategic General Motors partnership for F1 power unit development.

Product overview

TWG Motorsports is a multi-discipline motorsport organization operating a portfolio of racing teams across the world's premier racing series. The company manages Formula 1 (Cadillac Formula 1 Team), NASCAR (Spire Motorsports), INDYCAR/Indy NXT (Andretti Global), Formula E (Andretti Formula E), IMSA endurance racing (Wayne Taylor Racing), and Australian Supercars (Walkinshaw Andretti United). TWG Motorsports integrates AI-driven technology, strategic partnerships, and operational precision to compete at the highest level across all disciplines. The company also produces content through the Crews Control YouTube series.

Differentiator

Problem solved

Functional benefit

Products and services

• Cadillac Formula 1 Team TWG's Formula 1 racing operation as F1's 11th team for the 2026 season, featuring veteran drivers Sergio Perez and Valtteri Bottas, using the TWG AI platform and partnering with General Motors' GM Performance Power Units for engine development. Revealed livery at Super Bowl LX on February 9, 2026, with competitive debut at the Australian Grand Prix in Melbourne.
• Spire Motorsports TWG's NASCAR racing team competing in the NASCAR Cup Series, part of TWG Motorsports' multi-discipline racing portfolio.
• Andretti Global TWG's IndyCar and Indy NXT racing operation, leveraging the Andretti racing legacy across North American open-wheel racing.
• Andretti Formula E TWG's Formula E electric racing team, a founding team in the all-electric FIA Formula E World Championship since the inaugural 2014 season.
• Wayne Taylor Racing TWG's IMSA endurance racing operation, competing in premier North American endurance racing events.
• Walkinshaw Andretti United TWG's Supercars Championship racing operation in Australia, competing in the premier Australian touring car series.
• Crews Control TWG Motorsports' YouTube media series launched May 5, 2026 in partnership with Box to Box Films, providing behind-the-scenes motorsport content and storytelling across TWG's racing properties.

Quantifiable outcome

• 130 million+ viewers reached through Super Bowl LX commercial
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered core, major, notable and flagship.

• TWG AIcoreTechnology or Integration · 1 May 2026TWG AI serves as official partner and main sponsor of the Cadillac Formula 1 Team, bringing AI technology to competitive motorsport. The partnership represents TWG Motorsports' internal technology integration across its racing operations.
• Box to Box FilmsmajorStrategic or Co-development Partner · 1 April 2026Box to Box Films, the award-winning production company behind Formula 1: Drive to Survive, partnered with TWG Motorsports for 'Crews Control' - an 18-episode premium YouTube series hosted by Terry Crews exploring global motorsport culture with focus on Cadillac F1 Team.
• Terry CrewsnotableGTM or Marketing Partner · 1 April 2026Actor Terry Crews hosts 'Crews Control' series exploring global motorsport culture. Terry Crews' personal connection stems from his father having worked for General Motors, co-owner of the Cadillac F1 Team.
• Translation (Marketing Agency)notableGTM or Marketing Partner · 1 February 2026Marketing agency Translation developed the Super Bowl campaign positioning GM as 'America's new home team' in Formula 1, including the livery reveal commercial filmed in Death Valley National Park.
• TecovasmajorGTM or Marketing Partner · 1 January 2026Western brand Tecovas deepened sports ties with Spire Motorsports deal, including Super Bowl LX presence. The sponsorship extends Tecovas's sports marketing portfolio with TWG Motorsports NASCAR operations.
• Jim BeammajorGTM or Marketing Partner · 1 December 2025Jim Beam signed a multi-year deal as the Official Spirits Partner of the Cadillac Formula 1 Team. The partnership positions two American brands together, with Cadillac team boss Dan Towriss describing it as a meeting of 'two American icons' as the team builds cultural connections beyond racing.
• FerraricoreTechnology or Integration · 1 March 2025Ferrari supplies engines to Cadillac F1 Team for the first two seasons while Cadillac develops its own GM power unit. This customer relationship provides the technical foundation for Cadillac's competitive entry into Formula 1.
• General MotorsflagshipStrategic or Co-development Partner · 1 November 2024GM and TWG Motorsports co-own the Cadillac Formula 1 Team, marking GM's entry into F1 as the first new team since 2016. GM views F1 as a technical development platform for stress-testing hardware and software. The partnership includes Cadillac brand presence in F1 and GM providing engineering expertise through GM Performance Power Units division developing in-house F1 engine for 2029.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Chip Ganassi Racing: Chip Ganassi Racing competes in IndyCar and NASCAR with a similar multi-discipline team strategy to TWG Motorsports' Andretti Global and Spire operations.
• McLaren Racing: McLaren Racing operates across Formula 1, IndyCar, Formula E, and Extreme E with a similar multi-series motorsport holding structure. It is the most direct strategic comparable to TWG Motorsports' portfolio approach.
• Joe Gibbs Racing: Joe Gibbs Racing is a premier NASCAR Cup Series team operator directly comparable to Spire Motorsports as a stock car racing competitor with similar enterprise sponsorship model.
• Hendrick Motorsports: Hendrick Motorsports is one of the most successful NASCAR Cup Series team operators, comparable to Spire Motorsports as a NASCAR-focused subsidiary within a larger motorsport organization.
• Team Penske: Team Penske is a multi-series motorsport powerhouse competing in IndyCar, NASCAR Cup Series, IMSA, and Australian Supercars. It is directly comparable to TWG's Andretti, Spire, Wayne Taylor Racing, and Walkinshaw operations.
• Williams Racing: Williams Racing is an independent Formula 1 team with heritage and technical infrastructure, providing a comparable peer for Cadillac F1 as a similarly resourced independent constructor on the grid.
• Audi F1 Team (formerly Sauber): Audi's F1 entry, developed from Sauber with factory engine backing, is the most directly comparable new-entrant scenario to Cadillac F1 as another automotive OEM entering F1 with a customer-engine-to-factory-power-unit trajectory.

Emerging players

• Rahal Letterman Lanigan Racing: Rahal Letterman Lanigan Racing is an IndyCar and IMSA competitor that overlaps with Andretti Global and Wayne Taylor Racing's open-wheel and endurance racing operations.

Others

• Liberty Media (Formula 1 Group): Liberty Media owns the commercial rights to Formula 1 and sets the regulatory and commercial framework within which Cadillac F1 competes. It is an ecosystem participant rather than direct competitor but materially affects TWG's F1 economics.

Broad incumbents

• Red Bull Racing: Red Bull Racing operates across F1 and other motorsport series through the Red Bull GmbH parent structure. It is a broader motorsport incumbent against whom TWG's multi-series portfolio strategy must compete for sponsors and talent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/CadillacF1
• LinkedInlinkedin.com/company/twg-motorsports

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TWG Motorsports