{"id":143644,"date":"2025-09-17T16:31:04","date_gmt":"2025-09-17T16:31:04","guid":{"rendered":"https:\/\/www.newsbeep.com\/uk\/143644\/"},"modified":"2025-09-17T16:31:04","modified_gmt":"2025-09-17T16:31:04","slug":"cadillac-f1-team-asks-55-70m-over-half-decade-for-title-sponsor-rights","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/uk\/143644\/","title":{"rendered":"Cadillac F1 Team asks $55-70M over half decade for title sponsor rights"},"content":{"rendered":"

The new Cadillac F1 Team<\/a> is in the market selling corporate partnerships including a top-tier title-sponsor position that has an asking price of as much as $70M a year, SBJ understands. Starting with the 2026 F1 campaign, the series will have 11 teams for the first time since 2016, with Cadillac F1 Team part of an arrangement between General Motors and TWG Motorsports. The latter is the racing arm of The Walter Group Global, the holding company of Dodgers owner Mark Walter and his partner Thomas Tull.<\/p>\n

Cadillac F1 Team has been working for several months with agencies to start the process of finding sponsors, industry executives have told SBJ, with Excel Sports Management, Wasserman and Right Formula among those that have been mentioned. So far, Tommy Hilfiger<\/a> and Jim Beam are the only companies to be announced as team sponsors, with Jim Beam announced just this morning. But according to three people with knowledge of the matter and information reviewed by SBJ, Cadillac is selling positions including title partner, premium partner, team partner, official partner and team supplier.<\/p>\n

Title partner is the top slot in Cadillac\u2019s sponsorship system and the asking price is $55M-$70M annually over five years, depending on the asset mix. Rights include branding for the company in the most visible locations on the team\u2019s cars, apparel and other materials. F1 teams typically ask for $20M annually on the low end to closer to $100M on the high end to become their title partner. McLaren Racing reportedly reached that upper side of the bracket with its recently announced expansion with Mastercard<\/a>, while S.F.-based cloud computing\/AI giant Oracle is also reported to pay Red Bull Racing a similar $100M per-annum amount. Prior to announcing the Mastercard deal, McLaren was the only team in F1 to not have a title sponsor. That means Cadillac is the only F1 team currently known to be in the market looking for a title sponsor. Audi will also be newly joining F1 next year<\/a> when it takes over the team currently known as Kick Sauber, but Audi has already found a replacement for the Kick streaming service in global financial services company Revolut<\/a>. Cadillac F1 Team and Right Formula declined requests for comment while Excel and Wasserman did not respond to requests for comment.<\/p>\n

WAITING IN THE WINGS: Chris Lencheski, co-founder of SKI Partners and chairman & CEO of Phoenicia Sport & Entertainment, said his firms have had inbound requests from multiple companies wanting to explore a relationship with Cadillac F1 Team. Lencheski has a longstanding business relationship with GM\u2019s racing programs but his companies are not an official agency of record for GM and have no relationship with TWG. He told SBJ: \u201cThere is a significant amount of quality companies in quality sectors — with larger interest coming offshore than domestic currently — in sponsoring General Motors\u2019 relationship to Formula 1. … Because they are arguably — depending on any given year -\u2013 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\u2019s going to spur a lot of interest.\u201d <\/p>\n

According to the information learned by SBJ, the title sponsor of Cadillac F1 would get to have its name alongside Cadillac\u2019s and receive global marketing rights, category exclusivity and permission to use team marks, logo, video and photography for its own purposes. The title sponsor\u2019s logo would appear on the areas of the car with the highest media value and on the driver\u2019s firesuit, hat, helmet and gloves; team apparel including those worn by the team principal, pit crew and sporting director; and on materials like press conference backdrops, garage areas, hospitality areas, haulers and pit walls. From a hospitality perspective, the title sponsor would get up to 100 Paddock Club passes annually, 60 paddock passes, two permanent paddock passes for executives, two parking passes, grid access, private areas in the team\u2019s motorhome, grandstand tickets and food and beverage. They would get the right to hot-lap experiences, where VIPs get whizzed around the track in high-performance road cars by professional drivers; headquarter tours; private party dinner opportunities; the ability to use team drivers and executives for appearances; filming\/production days; and the ability to create co-branded campaigns and case studies along with merchandise. Cadillac would commit to making B2B introductions and holding thought leadership summits with the sponsor.<\/p>\n

\"JimJim Beam has become the official spirits partner of Cadillac F1 Team Cadillac F1 Team <\/p>\n

OTHER OPTIONS: Cadillac could also sign two to three primary partners at deals that would be valued between $40M-$50M each annually, potentially in lieu of a title partner. The team is also looking for three to five premium partners with deals that have an asking price between $20M-$30M each, at least eight official team partners in deals with an asking price between $3M-$15M, and technical suppliers whose deals would start at $500,000 a year in value. It was unclear what brands, if any, are in advanced discussions about becoming title partner. F1 has signed some league sponsors that have yet to align with teams like PepsiCo<\/a> and LVMH<\/a>, and Haas F1 Team title partner Moneygram has been reported as possibly preparing to move on, presenting some potential natural opportunities. Tommy Hilfiger was named the official apparel and lifestyle partner of the team, while Jim Beam is now the official spirits partner. Official team partners get narrower rights and less branding than the title sponsor, along with less hospitality assets like 20 Paddock Club passes and eight paddock passels annually. Lencheski said he is aware of an offshore company in the energy\/technology sector that is interested in the title sponsor position for Cadillac but at a $30-$40M annual price tag. He added: \u201cThe right partner will be someone that is a global partner to sport, culture and entertainment — those three levers, exactly, because F1 more than most is a cultural product as well. If they have the ability to leverage the GM infrastructure (by striking newfound B2B arrangements), it would be the deciding factor.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"The new Cadillac F1 Team is in the market selling corporate partnerships including a top-tier title-sponsor position that…\n","protected":false},"author":2,"featured_media":143645,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[7193,979,1687,372,6537,66374,101,56,54,55],"class_list":["post-143644","post","type-post","status-publish","format-standard","has-post-thumbnail","category-f1","tag-cadillac","tag-deals","tag-f1","tag-formula-1","tag-formula1","tag-naming-rights","tag-sports","tag-uk","tag-united-kingdom","tag-unitedkingdom"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/143644","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/comments?post=143644"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/143644\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media\/143645"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media?parent=143644"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/categories?post=143644"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/tags?post=143644"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}