Daniel Towriss

The Super Bowl let us create a conversation about Cadillac Formula One to people who, like I said, saw the movie, thought it was interesting, and said, wait, this team's going to be on track in 30 days?

I need to check this out.

Yeah, it's really just that big audience.

I think it's also just, you know, it's this cultural moment in sports.

The Super Bowl has become so much, you know, about the ads as much as the game, you know, depending who you talk to.

And again, so this let us have that platform to reach the F1 curious, to reach a new fan base for Cadillac Formula One to say that we're coming.

And it lets us kind of put that American spin, this bold American team.

I mean, what's more American than announcing you're showing your first ever livery than at the Super Bowl?

Well, it starts with growing a fan base, which really was job number one with the Super Bowl commercial, building up the fan base, and then taking those metrics and reaching out to sponsors and building up that piece.

And so you have a marketing machine.

I mean, really, when you think about today's modern F1,

Yeah, you've got the team.

Maybe you have a power unit company.

You need to have a media company inside your Formula One team as well because you're marketing to the world.

You're creating content.

You're drawing in eyeballs' interest.

You're storytelling.

You're doing all those things to create commercial value for the team, and that's essential in today's Formula One.

Yeah, absolutely.

I think as we think about what does it mean to be American, we want to have these iconic American brands, these American originals that really create a foundational pillar in our sponsorship ecosystem.