Cadillac F1 Team, the latest entry into the elite motor racing series, has announced Excel Sports Management as its exclusive agency of record for commercial sales and strategy.
Excel will lead the growth of Cadillac’s commercial partnership portfolio, as well as crafting a strategy for fan engagement and brand activations.
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Speaking on the agreement, Excel Sports management executive vice president of commercial revenue and head of properties, Jason Miller, said: “Formula 1 has continued to evolve into one of the leading sports and cultural platforms globally, and Cadillac Formula 1 Team has entered the sport with a clear vision to build something truly distinctive.
“Leveraging our global footprint and network, our focus will be on shaping a long-term commercial strategy for the modern era and aligning with like-minded commercial partners that want to come along for the ride.”
Cadillac, which debuted in the current 2026 F1 campaign, boasts two experienced drivers in the form of Mexico’s Sergio Perez and Finland’s Valtteri Bottas, with Perez in particular a major commercial attraction in Mexico, a major market for Cadillac owner General Motors.
As one of two US-based teams on the F1 grid, with an iconic consumer car brand in Cadillac behind it and a commercially valuable driver pairing (both Bottas and Perez boast over a decade of F1 experience), and much inventory up for grabs as a new entry to the series, it is natural that Cadillac is aiming to capitalize on the early stages of its first season with an agency of record.
Thus far, the team has already secured several commercial partners, including TWG AI as its primary and exclusive AI partner, Latin American telecoms company América Móvil, and automotive components manufacturer Tenneco
Last year, US fashion brand Tommy Hilfiger became the team’s first official sponsor through a multi-year tie-up, while it secured global enterprise software giant IFS and data infrastructure company Core Scientific earlier in 2026.
Excel’s portfolio of clients includes teams from across the major US leagues such as the NBA and WNBA (basketball), MLS (soccer), NHL (Ice hockey), MLB (baseball), NFL (American football), and college sports’ NCAA, as well as English soccer’s Premier League, and of course Formula 1, where it has brokered partnerships involving Aston Martin (Ma’aden), McLaren (Greene Tweed), and Haas (Orion180).
