Cadillac’s $1 Billion Bet on Formula 1

Formula 1 is back for a new season — and one of the biggest stories shaping the future of the sport is Cadillac’s planned entry into the grid.

Backed by General Motors and a reported $1 billion investment, Cadillac is preparing to enter Formula 1 with a strategy that looks very different from traditional teams.

Before the car has even raced, Cadillac has already launched the team with a Super Bowl commercial, a Times Square activation and a global marketing campaign designed to create fans before the team even hits the track.

In this episode of Moneyball, Scott Keenan is joined by Vincenzo Landino, creator of the Business of Speed newsletter and podcast, to unpack the business strategy behind Cadillac’s entry into Formula 1.

They discuss the commercial growth of F1, the sport’s expansion in the United States, the role of drivers and sponsors in building global fanbases, and whether Cadillac can turn its billion-dollar investment into success on and off the track.

Moneyball explores the deals, decisions and dynamics shaping modern sport.

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