• by Tanya Gazdik , April 25, 2026

Cadillac Formula 1 Team has chosen Excel Sports Management as its agency of record, responsible for leading commercial sales strategy and partnership development globally.

Cadillac Formula 1 Team has already established a platform across partnerships, performance, brand and fan engagement, according to the agency. This next phase marks a critical step in expanding its commercial platform, with Excel tasked to amplify revenue growth through an integrated approach to partnerships.

The team has been working for almost a year with agencies to find sponsors, industry executives told Sports Business Journal, with Excel Sports Management, Wasserman and Right Formula among those that have been mentioned.

Cadillac Formula 1 Team announced a multiyear partnership with Tommy Hilfiger last June as the team’s official apparel partner and lifestyle sponsor. Jim Beam recently kicked off a partnership with the Cadillac Formula 1 team which includes branding on the car and in-person activations, marking Jim Beam’s first major move into Formula 1.

Formula 1 has continued to evolve into one of the leading sports and cultural platforms globally, says Jason Miller, executive vice president, commercial revenue and head of properties, Excel Sports Management.

“Leveraging our global footprint and network, our focus will be on shaping a long-term commercial strategy for the modern era and aligning with likeminded commercial partners that want to come along for the ride,” Miller says in a release.

The Cadillac Formula 1 Team is backed by TWG Motorsports and General Motors and has operations in both the U.S. and UK. The team will make its Formula 1 debut in 2026.