Cadillac F1 has made a splash with a Super Bowl ad and huge ambition. This week’s Business of Motorsport Roundup looks at why they went big on the Super Bowl. I also have news on IndyCar’s new engine deal, India’s Grand Prix ambitions and Jeffrey Epstein’s F1 connections.
Motorsport Industry News
Cadillac F1 Officially Launches with Big Ambitions
The Cadillac F1 Team is set to make its Formula 1 debut at the Australian Grand Prix in March, marking the sport’s first new entry since the Haas F1 Team joined in 2016. While Haas continues to brand itself as “America’s F1 Team,” Cadillac intends to claim that title with a nine-figure investment aimed at boosting F1’s popularity in the U.S. and driving General Motors’ global sales. A successful campaign could also add to the winning track record of TWG Global, the sports business venture led by Dodgers and Lakers owner Mark Walter.
Cadillac signaled its ambitions during Sunday’s Super Bowl, unveiling its race car in a high-profile ad that underscored the team’s deep pockets and bold aspirations. Still, it’s stepping into a sport notorious for being tough on newcomers, costly to compete in, and painstakingly slow when it comes to climbing the competitive ladder.
Here are some of the best articles analyzing Cadillac’s ambitions and the potential impact on the United States and Formula 1.
F1 Conquering American Culture
An F1 team bought its first-ever Super Bowl ad, a Ferrari driver starred alongside Lady Gaga in a Pokémon commercial, and Lewis Hamilton sat in a VIP suite with Kim Kardashian. None of this was remotely conceivable ten years ago, when F1 averaged just 538,000 American viewers per race and most Americans couldn’t name a single driver.
The convergence of Netflix storytelling, Liberty Media’s strategic vision, celebrity magnetism, and a $631 million Brad Pitt blockbuster created a cultural flywheel that has made F1 not just a sport Americans watch, but a lifestyle they participate in.
Vicenzo Landino of Business of Speed looks at this impressive evolution of F1 in America.
The Future of Formula 1 on Apple TV — Stefano Domenicali (CEO, F1) & Eddy Cue (Senior VP, Apple)
Inside the Hidden World of an F1 Launch Season Linchpin
The Race looks at the show cars used in Formula 1 team launches and why most people don’t realize that they are not the actual cars that will hit the track. The Red Bull F1 launch car was produced by British company Memento Exclusives
“There was a time when Formula 1 show cars would have been made up from bits of old race machinery with some added plastic bits to make them look good and current. But those days are gone. Nowadays, the official F1 show cars are high-precision machines created with the same CAD, the same manufacturing processes and built using the same carbon fibre materials that are used with the real cars.”
India Targets Formula 1 Return as Strategic Test for 2036 Olympic Ambitions
India’s renewed push to bring Formula 1 back to the country is being positioned not simply as a motorsport revival, but as a deliberate stress test of national capability as it prepares a bid to host the 2036 Olympic Games reports Asian Motorsport.
Christian Horner in Talks with MSP Sports Capital Around Potential ‘US$2.5bn’ Alpine Deal
Ex-Red Bull boss Christian Horner is in talks with investors, including former McLaren Racing backers MSP Sports Capital, around the acquisition of a stake in Alpine, according to Sky News reports BlackBook Motorsport.
“Sky News reported that any deal could value Alpine between US$2 billion and US$2.5 billion, which tracks with Forbes‘ estimated US$2.45 billion valuation of the Enstone-based team.”
High Speed, Higher Returns: Inside The F1 Investment Ecosystem
With profitability now within reach for every team on the grid, Formula 1 has evolved into a sophisticated multibillion-dollar ecosystem. In this episode, we unpack the three core revenue pillars—media, promotions, and sponsorships—that fueled the sport’s massive financial turnaround.
The Performance Layer explores the invisible systems, real-time decisions, and operational precision that power major global events. Centered on the Las Vegas Grand Prix, the series spotlights the business architecture behind F1’s race day — from security to hospitality to logistics — showcasing the professionals and platforms that make speed possible. This is not a story about the drivers. It’s about the systems that surround them — the people working behind the velvet ropes, in the control rooms, and across the supply chain to ensure the show goes on flawlessly, at 200mph.
Alpine Withdrawing From WEC Hypercar at Season’s End
Alpine has confirmed it will withdraw from the FIA World Endurance Championship’s Hypercar class after the 2026 season. The news comes amid a change in motorsport strategy from the French brand, which will see it focus solely on Formula 1 going forward.
“We have had to take hard decisions to protect the long-term ambitions of Alpine,” explained Alpine CEO Philippe Krief. “On one side, the automotive industry – and particularly the EV market – are growing slower than expected. On the other side, to succeed in the long term, we must continue our ongoing investment into the Alpine product portfolio and Alpine brand. The result is we must take decisive actions to create a brand with a sustainable future.“
In addition to announcing its withdrawal from top-level sports car racing, the manufacturer has confirmed that its Viry-Châtillon technical facility – now called Alpine Tech – will transition to focusing on innovation for Renault Group and the Alpine brand, a move met with condemnation by the Viry-Chatillon mayor. “This is nothing short of scandalous, as it disregards all the commitments that had been made and reiterated to both the town and employees during the two previous monitoring committees.”
Daytona and the Economics of an Emerging Marketing Platform
The 2026 Rolex Daytona 24 served as further confirmation of the explosive popularity and stickiness of IMSA – International Motor Sports Association sports car racing in North America. Growth of that magnitude reflects a trend that has been building steadily for several seasons. For marketers, the significance lies not only in audience size but in audience composition.
Read more about IMSA’s potential as a marketing platform by Brian Scott McRae here.
IndyCar Announces Historic Multi-Year Deal with Chevrolet and Honda
IndyCar has announced a multi-year commitment for Chevrolet and Honda to continue as the official Original Equipment Manufacturers (OEMs) for the series.
The new agreement will begin in 2027 and run for “multiple years,” according to the press release. Both manufacturers will also be involved in the development of the engine and competition rules that are set to be implemented, with the new car that is expected from the 2028 season.
“This is a monumental day for IndyCar, fuelled by a massive and historic commitment from two of our best and most trusted partners,” IndyCar president J. Douglas Boles said.
Marshall Pruett brings the details of what the series and manufacturers said about the deal and what comes next. One of the things that could come in 2028 is a Honda factory IndyCar program run by Meyer Shank.
MotoGP Revolution is in the Air and Why 2026 Will Be 2001 All Over Again
With the news that Dorna has now been renamed MotoGP Sport Entertainment SL, Mat Oxley explains why revolution is in the air and why 2026 will be 2001 all over again. “The coming MotoGP season will echo the summer of 2001 when the manufacturers fought each other on two fronts — racing their last 500s while simultaneously developing their revolutionary 2002 replacements, most famously Honda’s sublime RC211V.”
Epstein Emails Show His F1 Ties Ran Deep
If you thought the corrupted tentacles of Jeffrey Epstein’s influence did not connect to F1, think again. Front Office Sports explains how the latest Epstein documents show that the sex trafficker’s circles included many of the biggest names in F1.
“Perhaps no sport had a closer connection to Jeffrey Epstein than Formula One. The latest batch of millions of documents from the Department of Justice last month shows that the late sex offender was enmeshed in the highest levels of the motorsport, meeting and doing business with some of its biggest names and key executives.”
When the Sponsor Becomes the Story: Laurence Escalante, VGW and Motorsport’s Exposure to Personal Scandal
For more than a decade, Laurence Escalante’s story followed a familiar modern arc. A Perth-based technology entrepreneur who built a global gambling business from scratch, Escalante came to represent a new generation of ultra-wealthy founders whose influence extended well beyond their core industry. Through Virtual Gaming Worlds, he created a multi-billion-dollar online gaming empire, while personally cultivating an image closely aligned with luxury cars, elite sport and motorsport culture.
That carefully constructed narrative fractured abruptly when Escalante appeared before the Perth Magistrates Court, charged with a series of serious criminal offences. What followed was not simply the removal of a chief executive, but a moment that exposed how tightly modern motorsport has become intertwined with private wealth, founder-driven businesses and personality-led sponsorship.
Asian Motorsport explains how the whole sordid story evolved here.
Quick Takes on the Business of Motorsport This Week
The Fernando Alonso Ecosystem and More
Highlights from the Sustainable Motorsport Roundup
Pit Boost Returns to Formula E for Season 12
Pit Boost is returning to Formula E with their next race, and I have the details in this week’s Sustainable Motorsport Roundup. I also have details on what it’s like to drive the new Gen4 race car and more!
The Numbers This Week
64th Rolex 24 At Daytona Was Record-Setting in Multiple Ways
The International Motor Sports Association (IMSA) opened the 2026 season with significant momentum at the 64th Rolex 24 At Daytona, posting gains across nearly every on and off track metric. From TV viewership to digital engagement to record attendance at Daytona International Speedway, the event delivered several new milestones.
“In all aspects, the 64th Rolex 24 At Daytona was an all-time event,” said IMSA President John Doonan. “I’m humbled, honored and blown away by the incredible efforts of our staff, teams, manufacturers, drivers, partners, our teammates at Daytona International Speedway and most of all our fans, who contributed in so many ways to what was a record-setting WeatherTech Championship race at Daytona and start to our 2026 IMSA season.”
Motorsport Law Roundup
Michael Bay Fires Off $1.5 Million Lawsuit, Claims Cadillac F1 Super Bowl Commercial Stole His Ideas
Action film director Michael Bay is crying foul over Cadillac’s upcoming F1 Super Bowl commercial, claiming in a new $1.5 million lawsuit that he was personally recruited to produce the pricey spot but later was cheated when Cadillac allegedly stole his ideas and left him on the sidelines. “They planned all along to rip him off. They wanted a ‘Michael Bay’ commercial, in other words, at a bargain-basement price,” the lawsuit alleges.
Anti-tobacco advocacy group STOP (Stopping Tobacco Organizations and Products) is increasing scrutiny of nicotine brand marketing in Formula 1, arguing that partnerships between teams and companies linked to tobacco firms risk exposing younger audiences to nicotine products. The watchdog group claims the growing presence of products such as nicotine pouches and other smoke-free alternatives in motorsport sponsorship represents a regulatory gap that allows continued brand visibility despite historic restrictions on tobacco advertising.
Read more at Tobacco Reporter here.
Navigating Advertising and Sponsorship Challenges in Major Sporting Events
As we approach the recently concluded Super Bowl LX and the upcoming 2026 Formula 1 season, advertisers and sponsors face an increasingly complex legal landscape. These premier sporting events present unique challenges that demand careful attention from legal counsel. Loeb & Loeb look at navigating advertising and sponsorship challenges in major sporting events.
Why Athletes Need Pre-Nups in England & Wales
Pre-nuptial agreements (contracts entered into before marriage setting out how assets will be divided in the event of divorce) can provide athletes (and those advising them) with greater peace of mind, both in terms of what may happen if a marriage breaks down and making sure those details are kept private. This can be particularly important for international sports stars.
This article on LawInSport examines why pre-nuptial agreements are valuable tools for athletes and their advisors. It explores the benefits of such agreements, including asset protection and confidentiality provisions, and explains the legal requirements for ensuring they are upheld by courts in England and Wales. The article concludes with practical tips for structuring effective agreements.
Motorcycle Sports Body Fights Claims In Arbitration Dispute
Law360 reports that the world governing body for motorcycle sports has told a Florida federal judge a supercross promoter is trying to assert waived and unfounded arguments to escape enforcement of an arbitral award over trademark rights
How Much to Sponsor a MotoGP Team and More
The Business of Running a Race Team
How Cadillac Formula 1 Parts Are Made
From raw design to race day, Episode 5 of What Makes Fast reveals how a single Cadillac Formula 1 component is engineered, tested, and assembled under extreme performance pressure.
Team & Manufacturer News
Kiro Shines with New Name and More Team News
Motorsport Movers & Shakers
Ayao Komatsu
Ayao Komatsu is the Team Principal of Haas F1 Team, and one of the most quietly influential leaders in modern Formula 1. Known for his calm authority and clarity under pressure, Ayao has built his career on trust, accountability, and the belief that how you respond to failure matters more than the failure itself.
In this episode of the High Performance Podcast (see above), Ayao reflects on witnessing Romain Grosjean’s Bahrain crash, and what it taught him about survival, perspective, and living fully in the present. He shares his philosophy on developing drivers, handling conflict, and why tough conversations only work when trust comes first.