Cadillac Formula 1® Team Appoints Excel Sports Management as Global Commercial Agency

The Cadillac Formula 1® Team has officially appointed Excel Sports Management as its exclusive Agency of Record for commercial sales and strategy.

The announcement positions Excel to lead the global partnership development and revenue growth for the team as it prepares for its highly anticipated 2026 Formula 1® debut.

Commenting on the partnership, global head of commercial strategy for the Cadillac Formula 1® Team, Tyler Epp, said: “As we establish the Cadillac Formula 1 Team as America’s Team on the global stage, we are proud to partner with an organisation that shares our roots and our ambition.”

“Together we are building a collaborative ecosystem that will offer our partners unparalleled access to the world’s most prestigious racing series,” Epp said. 

Highlighting the cultural significance of the project, EVP of commercial revenue at Excel, Jason Miller, added: “The Cadillac Formula 1 Team has entered the sport with a clear vision to build something truly distinctive.”

“Leveraging our global footprint… our focus will be on shaping a long-term commercial strategy for the modern era,” Miller said. 

Excel Sports Management brings a formidable track record to the partnership, having been consistently ranked by Forbes as one of the world’s most valuable agencies.

Excel, a perennial leader in talent and property representation, will be tasked with building a “best-in-class” commercial ecosystem. The strategy will focus on Cadillac’s unique identity as the only American team vertically integrated with a major automotive manufacturer (General Motors) and TWG Motorsports, offering brands a distinct entry point into the world’s fastest-growing sport.

Strategic Commercial Roadmap

Under the new agreement, Excel will manage Cadillac’s partnership portfolio end-to-end, leveraging its global network across offices in New York, London, and Geneva. Key focus areas include:

• Global Sales Strategy: Developing multi-regional partnership structures that capitalise on F1’s expanding footprint in North America and beyond.
• Innovative Brand Integration: Creating high-impact opportunities that align with the team’s “American Team” positioning.
• Revenue Amplification: Scaling the team’s commercial platform to support its ambitious technical and performance objectives.

Operations and Entry

The Cadillac Formula 1® Team is currently building its infrastructure from the ground up, with dual-continent operations in Indianapolis (USA), Charlotte (USA), and Silverstone (UK).

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