Overview

• Reporting tied to Sports Business Journal says Cadillac is seeking $55–$70 million per year for team-naming rights with contracts potentially running up to five seasons.
• Beyond naming rights, the plan targets two or three annual deals worth $40–$50 million, five more at $20–$30 million, and roughly eight additional partners contributing $3–$15 million each.
• A principal sponsor would receive prominent logo placement across the car, team apparel, garage and press backdrops plus global marketing rights, category exclusivity, content assets, and extensive hospitality including 100 Paddock Club and 60 paddock passes.
• Cadillac has already signed early partners Tommy Hilfiger and Jim Beam and confirmed Sergio Pérez and Valtteri Bottas for its 2026 entry.
• The naming-rights target trails top-team principal deals near $100 million, and advisor Chris Lencheski says the ideal sponsor is a global brand able to activate across sport, culture and entertainment while leveraging GM’s infrastructure.