Cadillac Formula 1 Team

What Cadillac Formula 1 Team does

The Cadillac Formula 1 Team operates as the 11th constructor in the FIA Formula 1 World Championship, debuting at the 2026 Australian Grand Prix as the first new F1 entrant since 2016. It is a joint venture between TWG Motorsports and General Motors, using the Cadillac brand under license, with the MAC-26 race car initially powered by Ferrari customer power units and a planned transition to an in-house GM power unit by 2029. The team fields Sergio Perez (#11) and Valtteri Bottas (#77) as race drivers, Zhou Guanyu as reserve, and Colton Herta as test driver, with 500+ employees recruited from 143,000 applicants across engineering bases in Silverstone (UK), Indianapolis, Charlotte, and Wilmington, Delaware.

The technical stack combines 3D Systems SLA printing for wind tunnel and production parts, IFS enterprise software spanning finance, procurement, supply chain, and engineering management, TWG AI embedded into day-to-day decision-making, and Core Scientific high-density data center infrastructure under development in Indianapolis for simulation and race operations. Through 2026 the team sat 10th in the constructors' standings, with a best official result of P14 at Barcelona and a road result of P10 at Monaco later adjusted by penalty.

Revenue is generated through three streams: commercial sponsorships managed by Excel Sports Management as exclusive Agency of Record across at least nine Core-tier partners (TWG AI, Claro, Core Scientific, IFS, Jim Beam, Tenneco, Tommy Hilfiger, Pirelli, Alpinestars); direct-to-consumer merchandise priced at $39.90-$229.90 through shop.cadillacf1team.com and Tommy Hilfiger retail; and multi-year licensing with Memento Exclusives for premium Show Cars, replica parts, and motion simulators distributed via F1 Authentics. Marketing activates across Super Bowl LX (130+ million viewers), an 18-episode YouTube series produced by the Drive to Survive team, trackside fan events at all 24 Grands Prix, and a global brand film partnership with Jim Beam.

Name

Cadillac Formula 1 Team

Legal name

TWG Cadillac Formula 1 Team, LLC and TWG Cadillac Formula 1 Team Limited

Website

https://cadillacf1team.com

Company type

Private

Founded year

2025

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Cadillac Formula 1 Team is the 11th F1 constructor, jointly owned by TWG Motorsports and General Motors, competing in the 2026 FIA World Championship with the MAC-26 car and generating revenue from sponsorships, merchandise, and licensed collectibles sold to a global motorsport fanbase.

Ownership category

akta.pro rank

Product category

Professional Motorsport Racing

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsports Teams (F1, NASCAR, IndyCar, Rally, MotoGP, etc.) (MPAKABAB)

akta.pro secondary industries

Motorsports Teams & Entrants (Factory & Independent) (MPAKAGAB), Motorsports Fan Engagement & Membership Programs (Series/Team-Owned) (MPAKAGAI), Motorsport Event Promoters & Race Organizers (MPAKADAE), Motorsports & Racing Experiences (THAJAFAF)

Keywords

• Formula 1 racing
• Motorsport engineering
• Team sponsorship sales
• Licensed motorsport merchandise
• Premium fanwear apparel

Headquarters

HQ city

Silverstone

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Sponsorship and Partnership Revenue: The team generates revenue through commercial sponsorship agreements with multiple official partners across categories including AI, telecommunications, data center, technology, spirits, apparel, tyres, and technical components. Partners receive brand placement on race cars, driver suits, helmets, and official merchandise. The commercial strategy is led by Excel Sports Management as the exclusive Agency of Record.
2. Merchandise and Fanwear Sales: Revenue from direct-to-consumer sales of team merchandise through the official online store and a fanwear collection in partnership with Tommy Hilfiger. Price points range from $39.90 to $229.90 across items including replica team kits, caps, T-shirts, hoodies, polos, and varsity jackets. Limited-edition race-specific drops are planned for key events including Miami, Austin, and Las Vegas.
3. Licensing and Collectibles: Multi-year licensing agreement with Memento Exclusives to sell officially licensed premium products including Show Cars, Replica car parts, Motion Simulators, and Pit Stop Rigs in MAC-26 livery through the F1 Authentics platform.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

The Cadillac Formula 1 Team competes in the FIA Formula 1 World Championship with the MAC-26 race car, currently powered by Ferrari engines (2026–2028) and transitioning to in-house GM power units in 2029. Beyond on-track competition, the team sells licensed fanwear through the official store and a multi-year Tommy Hilfiger partnership, and signs premium licensing agreements for show cars, simulators, and replica parts via Memento Exclusives.

Product overview

The Cadillac Formula 1 Team operates as a racing team competing in the FIA Formula 1 World Championship with the MAC-26 Formula 1 car. The product portfolio centers on the core racing operation (MAC-26 car with Ferrari power unit initially, in-house GM power units planned for 2029), supported by merchandise and fanwear (Tommy Hilfiger collaboration), premium licensed products (show cars, simulators, replica parts via Memento Exclusives), and original content (Crews Control YouTube series). The team represents a partnership between TWG Motorsports and General Motors, entering F1 as the first new team in over a decade.

Differentiator

Problem solved

Functional benefit

Products and services

• Formula 1 Racing Competition (MAC-26) Full-season competition in the 2026 FIA Formula 1 World Championship across 24 Grand Prix globally (including Miami, Austin, and Las Vegas), fielding the MAC-26 race car with Ferrari power units and targeting an in-house GM power unit in 2029. Two race seats are filled by Sergio Perez (#11) and Valtteri Bottas (#77), with Colton Herta as test driver and Zhou Guanyu as reserve driver.
• Official Team Merchandise & Tommy Hilfiger Fanwear Collection Direct-to-consumer team store offering replica team kits, caps, T-shirts, hoodies, polos, and varsity jackets produced under a multi-year exclusive apparel partnership with Tommy Hilfiger. Price range from $39.90 to $229.90, with race-specific limited-edition drops for Miami, Austin, and Las Vegas.
• Show Cars, Replica Parts, Motion Simulators and Pit Stop Rigs (Memento Exclusives / F1 Authentics) Officially licensed premium products including meticulously crafted Show Cars in MAC-26 livery, replica car parts (steering wheels, wheel rims, nose cones, front wings), Motion Simulators, and Pit Stop Rigs, distributed globally through the F1 Authentics platform under a multi-year licensing deal.
• Crews Control YouTube Series Eighteen-episode premium YouTube series hosted by actor Terry Crews, produced by the award-winning team behind Formula 1: Drive to Survive (Box to Box Films), exploring global motorsport culture with primary focus on the Cadillac Formula 1 Team.

Named customers1 record

Segments1 record

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability3 records

Feature5 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• Memento ExclusivesminorGTM or Marketing Partner · 24 June 2026Multi-year global licensing agreement. Fans worldwide can access officially licensed premium products including Show Cars, Replica car parts, Motion Simulators, and Pit Stop Rigs in MAC-26 livery, sold through F1 Authentics. Memento Exclusives is the world's leading motorsport memorabilia specialist and Show Car supplier to F1.
• 3D SystemscoreTechnology or Integration · 7 May 2026SLA 3D printing technology provider. 3D Systems deployed seven SLA systems to accelerate wind tunnel testing and production parts development, enabling the team to meet strict F1 qualification requirements within compressed timelines. Materials include Accura Xtreme White 200, Accura Xtreme Black, and Accura HPC.
• Excel Sports ManagementcoreGTM or Marketing Partner · 24 April 2026Appointed as exclusive Agency of Record for commercial sales and strategy. Based in Indianapolis, Excel Sports Management leads the team's global commercial sales strategy and partnership development efforts, positioning the team to strengthen commercial operations ahead of its F1 entry.
• Core ScientificcoreTechnology or Integration · 10 March 2026Multi-year global partnership making Core Scientific the Official Data Center Partner. Focuses on developing high-density data center infrastructure in Indianapolis for supporting simulation, engineering, and race operations, with long-term scalability for the 2026 season and beyond.
• PirellicoreTechnology or Integration · 9 February 2026Pirelli serves as the Official Tyre Supplier to the team. With over 150 years of Italian heritage, Pirelli brings world-leading tire technology and motorsport expertise. As the Global Tyre Partner of Formula 1, Pirelli's race-to-road philosophy aligns with Cadillac's ambition to compete at the highest level.
• AlpinestarscoreTechnology or Integration · 9 February 2026Technical Racewear Supplier. Alpinestars delivers cutting-edge protection and innovation for competition at the highest level, providing safety and performance apparel trusted by top F1 drivers and teams worldwide.
• TWG AIcoreTechnology or Integration · 5 February 2026Multi-year partnership making TWG AI the primary and exclusive AI partner of the Cadillac F1 Team. TWG AI technology is embedded into the team's day-to-day operations to enable faster, smarter decision-making. Both entities are owned by TWG Global, and TWG AI plans to use F1 as a proving ground for its AI capabilities before targeting enterprise customers.
• Claro / América MóvilcoreTechnology or Integration · 5 February 2026Claro, the telecommunications brand of América Móvil, serves as the Official Telecommunications Partner. América Móvil brings world-class connectivity and innovation across a global footprint spanning more than 20 countries. Brands Telcel, Infinitum, and Claro are featured across team assets.
• TennecocoreTechnology or Integration · 22 January 2026Multi-year technical partnership. Tenneco provides performance-critical products and engineering support including advanced powertrain and ignition technologies to enhance competitive capabilities. Tenneco extends its presence into elite motorsport.
• IFScoreTechnology or Integration · 7 January 2026Strategic partnership making IFS the Official Technology Partner. IFS software is deployed across multiple operational areas including financials, procurement, supply chain, production, quality management, inventory, and engineering management. The phased rollout began before formal F1 entry was confirmed.
• Jim BeamcoreGTM or Marketing Partner · 22 December 2025Multi-year deal making Jim Beam the Official Spirits Partner. Two American originals driving forward together. Partnership includes global brand film 'Raised Together', integrated activations, immersive experiences, retail initiatives, and a limited edition Jim Beam White x Cadillac F1 Team bottle. Celebrates America's 250th anniversary at British GP.
• Tommy HilfigercoreGTM or Marketing Partner · 1 June 2025Multi-year fanwear and apparel partnership. Tommy Hilfiger is the Official Apparel Partner with the brand logo on cars, driver suits, and helmets. Exclusive fanwear collection launched February 2026 with replica team kits, caps, T-shirts, hoodies, polos, and varsity jackets ($39.90–$229.90). Race-specific limited editions planned for Miami, Austin, and Las Vegas.

Scale indicators5 records

Recent moves2 records

Expansion highlights6 records

Direct peers

• McLaren Racing: F1 constructor with an analogous global commercial, licensing, and merchandise model — including apparel collaborations — making it the closest one-to-one business-model comparable.
• Stake F1 Team / Audi Formula 1: Incoming works team (Audi) joining the grid in 2026 — directly comparable as another OEM-led entrant transitioning into a manufacturer status, mirroring Cadillac's GM power-unit roadmap.
• MoneyGram Haas F1 Team: The only other US-led F1 constructor on the grid; comparable in operating as a relatively new entrant competing against works teams under the cost cap, with parallel motor-industry heritage ties and American-market sponsorship focus.
• Oracle Red Bull Racing: Top-grid F1 constructor; comparable as a championship-contending works team with deep commercial sponsor portfolio and vertically integrated technical operations.
• Williams Racing: Historic F1 constructor newer-investment cycles have rebuilt; comparable as a constructor team operating under the cost cap with diversified sponsorship and a technical-merchandise retail extension.
• Mercedes-AMG Petronas Formula One Team: Direct competitor on the F1 grid; comparable as a constructor-entries business running MAC/PAC-class racing operations under the same FIA commercial structure with a major OEM shareholder.
• Aston Martin Aramco Formula One Team: F1 constructor carrying a major OEM brand (Aston Martin) into the championship — directly comparable to Cadillac's GM-backed, US-rooted OEM narrative and racing-merchandise flywheel.
• Scuderia Ferrari HP: Grid rival and current Cadillac power-unit supplier; the most established F1 constructor and direct benchmark for customer-versus-works unit dynamics.
• BWT Alpine Formula One Team: F1 constructor with major-OEM parent backing (Renault); directly comparable in OEM-led team dynamics, similar revenue mix from sponsorships and licensing.
• Visa Cash App Racing Bulls (VCARB): Second-team constructor within the Red Bull family; similar size-and-resourcing profile to Cadillac as a mid-tier grid entrant relying on a strategic parent.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/cadillac_f1
• YouTubeyoutube.com/@CadillacF1TeamOfficial
• Facebookfacebook.com/CadillacF1
• LinkedInlinkedin.com/company/cadillacf1
• Instagraminstagram.com/cadillacf1
• TikToktiktok.com/discover/cadillac-f1-team

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Cadillac Formula 1 Team