Cadillac F1 Team has appointed Excel Sports Management as its exclusive agency of record for sponsorship sales and commercial strategy, as the American outfit looks to accelerate its commercial growth in Formula 1.
Under the agreement, Excel will be responsible for expanding Cadillac’s global partnership portfolio, while also developing a long-term strategy focused on fan engagement and brand activations. The agency will leverage its international network to align the team with brands seeking entry into one of the fastest-growing sports properties worldwide.
The team, backed by General Motors, made its debut in the 2026 season with an experienced driver lineup featuring Sergio Pérez and Valtteri Bottas. Pérez, in particular, represents a strong commercial asset given his popularity in Mexico, a key market for Cadillac.
As one of two US-based teams on the grid, Cadillac enters Formula 1 with a globally recognized automotive brand and significant commercial inventory still available, positioning it to attract major sponsorship deals during its early years in the sport.
The team has already secured several partners, including América Móvil, Tommy Hilfiger, IFS, and Core Scientific, reflecting strong early commercial momentum.
Excel, which works with franchises across major US leagues and international properties, also has experience in Formula 1 through deals involving teams such as Aston Martin F1 Team, McLaren F1 Team, and Haas F1 Team. Its appointment signals Cadillac’s intent to build a competitive and commercially sustainable platform both on and off the track.