Home Sports News Other Sports Cadillac F1 taps Excel Sports Management to spearhead global sponsorship strategy Excel will oversee the expansion of Cadillac's commercial relationship portfolio, as well as develop a plan for fan interaction and brand activations. By Gauresh Mahadik April 27, 2026 WhatsApp Linkedin Facebook X Telegram Cadillac F1 taps Excel Sports Management to spearhead global sponsorship strategy Cadillac F1 Team , the newest addition to the premier motor racing circuit, has named Excel Sports Management as its exclusive agency of record for commercial sales and strategy. Excel will oversee the expansion of Cadillac’s commercial relationship portfolio, as well as develop a plan for fan interaction and brand activations. Excel Sports Management Executive VP 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 Formula 1 season, has two experienced drivers in Mexico’s Sergio Perez and Finland’s Valtteri Bottas, with Perez in particular being a huge commercial draw in Mexico, a key market for Cadillac owner General Motors. As one of only two US-based teams on the F1 grid, with a distinctive consumer car brand in Cadillac behind it, a commercially valuable driver pairing (Bottas and Perez have over a decade of F1 experience), and a lot of inventory up for grabs as a newcomer to the series, Cadillac is naturally looking to capitalise on the early stages of its first season with an agency of record. So far, the team has acquired numerous commercial partners, including TWG AI as its primary and exclusive AI partner, Latin American telecoms giants América Móvil, and automotive component maker Tenneco. Tommy Hilfiger, a US fashion brand, became the team’s first official sponsor last year after a multi-year agreement, and it secured global corporate software firm IFS and data infrastructure company Core Scientific earlier in 2026. Excel’s client roster comprises teams from all major US leagues, including the National Basketball Association (NBA) and Women’s National Basketball Association (WNBA), Major League Soccer (MLS), National Hockey League (NHL), Major League Baseball (MLB), National Football League (NFL), in addition to the Premier League and Formula 1 , where it has formed alliances with Aston Martin , McLaren , and Haas . Tags Cadillac F1 Team Excel Sports Management Related Articles Cadillac Formula 1 Team deepens technical capabilities with 3M partnership Latest Articles Football eToro extends Premier League push with Leeds United partnership Football Tottenham Hotspur strengthen Asian commercial push with VSbet deal Media Rights VETO expands live sports portfolio with 2026 Billie Jean King Cup rights Sponsorship JAL strengthens winter sports strategy with Ski Association of Japan partnership Business News Sportradar builds prediction-market infrastructure with expanded Polymarket deal Load more
Curated by Taleb Kabbara · Source: sportsmintmedia.com