Friday, July 17, 2026

With F1 Media Deal Up Soon, Cadillac Open to American Driver

Cadillac team principal Graeme Lowdon said the team could choose a U.S. driver “on merit.”

Erich Schlegel-Imagn Images

An American driver may soon be back on the Formula One grid—and it could be with Cadillac, the second U.S.-based team in F1, set to make its debut in 2026. 

F1 and FIA, the governing body of motorsports, approved General Motors and TWG Motorsports’ bid last week to make Cadillac the racing competition’s 11th team.

Cadillac team principal Graeme Lowdon told reporters Monday that his team is open to choosing an American driver for at least one of its two vacant positions, but he noted the selection would be based “on merit.”

IndyCar driver Colton Herta is the most prominent American driver linked to Cadillac. The 24-year-old competes for Andretti Global, which is owned by TWG Motorsports. 

“He’s an incredibly talented driver. So, for sure, it’s not shocking news that we would be looking to consider Colton alongside a whole bunch of other drivers as well,” Lowdon said of Herta, who has yet to qualify for a super license that would allow him to compete in F1. “He won’t be the last driver where there’s some uncertainty due to super license points, but we just have to live with that.”

Lowdon made it clear the team will include drivers who have already competed in F1 in the past. These could be drivers who lost their grid spots after last season, such as Sergio Pérez, Zhou Guanyu, and Valtteri Bottas, who is currently the reserve driver for Mercedes.

“There are easily half a dozen, if not more, candidates out there who offer extremely good credentials to be in Formula One or to be in Formula One again,” Lowdon said.

Business Benefits

The timing of a new U.S. team and potential American driver is noteworthy, given the uncertainty of F1’s media-rights deal in the U.S. 

Its current deal with ESPN ends this season, and there have been conflicting reports on whether ESPN is still in the running to keep the rights. Netflix, which helped F1 gain global popularity through the launch of docuseries Formula 1: Drive to Survive in 2019, is also reportedly in the running for the U.S. rights.

U.S. viewership has practically doubled since the release of the docuseries, though the numbers have stalled over the last three seasons.

An American driver on the track could also offer additional fanfare for races in the U.S. as drivers tend to be big draws in their “home races.” Such is the case for Max Verstappen in the Dutch Grand Prix and Lewis Hamilton in the British Grand Prix. The U.S., which will host three races this season for the third year in a row, is currently the only country that hosts multiple races in a season. 

It’s not uncommon for teams to choose drivers from the same region as their constructor, as this often has benefits for securing sponsors and advertisers as well. McLaren, last year’s constructors’ champion, is based in England and has countryman Lando Norris as its lead driver. 

The last American driver on the grid was Logan Sargeant, who drove for Williams Racing from 2023 to –2024, but finished with just one career point.

This field is for validation purposes and should be left unchanged.

Sign up for
The Memo Newsletter

Get the biggest stories and best analysis on the business of sports delivered to your inbox twice every weekday and twice on weekends.

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Amazon’s NASCAR Viewership Sees Slight Uptick in Second Season

Races on Prime Video averaged 2.29 million viewers this year.
Formula 1

Gucci Is Making a Big Bet on Sports

Gucci will be the title sponsor for Alpine Formula One team starting next year.
podcast thumbnail mobile
Front Office Sports Today

A Conversation with MLS Commissioner Don Garber on World Cup, Messi, Future & More

0:00

Featured Today

Tom's Watch Bar

Sports Bars Are Cashing In From Summer of Soccer

The World Cup has brought a windfall to America’s biggest sports bars.
Jun 16, 2026; East Rutherford, New Jersey, USA; France forward Michael Olise (11) controls the ball against Senegal during a Group I match of the 2026 FIFA World Cup at New York New Jersey Stadium
July 16, 2026

Where World Cup Stars Go to Customize Their Cleats

The world’s best players turn to a Scottish craftsman for perfect cleats.
July 10, 2026

What the World Cup Means to Erling Haaland’s Tiny Hometown

The tournament’s breakout star is from a rural Norwegian town.
July 10, 2026

Why So Many Media Outlets Are Rushing Into Sports

Sports coverage has ballooned in every corner of media.
Pillow Fight Championship
July 8, 2026

How Obscure Sports Get Mainstream TV Deals

For niche sports, getting on TV often matters more than getting paid.

WNBA Union Blasts Chicago Sky For Yet Another Facility Delay

The facility has been delayed multiple times since being announced in 2024.
July 16, 2026

Mark Cuban Gearing Up for Lawsuit Over New Mavs Arena

Cuban seeks to prove Patrick Dumont unlawfully cut him out of opportunities.
Mar 8, 2026; Milwaukee, Wisconsin, USA; Milwaukee Bucks forward Gary Trent Jr. (5) drives for the basket against Orlando Magic guard Jevon Carter (2) in the first quarter at Fiserv Forum.
July 16, 2026

NBA Investigating Gary Trent Jr.’s New Bucks Contract

Trent agreed to a four-year, $64 million deal on July 11.
Sponsored

Clase Azul Tequila Founder’s Soccer Ownership

Arturo Lomeli talks about managing a tequila brand and two soccer clubs.
Jerry Colangelo sits courtside as the GCU Lopes play the Oklahoma State Cowboys at Mortgage Matchup Center on Dec. 6, 2025, in Phoenix, Arizona.
First at FOS
July 15, 2026

Las Vegas Jacks Have Been in the Works for Over a Year

The group paid $2,200 in fees to apply for the two trademarks.
July 12, 2026

Seahawks Set NFL Record With $9.612B Sale to Khosla

Vinod Khosla’s wife will “serve as the controlling owner.”
Jun 20, 2026; Raleigh, North Carolina, USA; Carolina Hurricanes left wing William Carrier (28) and defenseman K'andre Miller (19) walk out with the Stanley Cup trophy during the Stanley Cup championship parade and rally at Raleigh.
July 10, 2026

Dundon Faces Backlash for Engraving Kids’ Names on Stanley Cup

All five names of the owner’s children are on the Stanley Cup.
Feb 8, 2026; Santa Clara, CA, USA; Seattle Seahawks wide receiver Cooper Kupp (10) catches a pass against New England Patriots cornerback Marcus Jones (25) in the first half in Super Bowl LX at Levi's Stadium.
July 9, 2026

Two Bidders Pull Ahead in Seahawks Sale Process

One of the two groups includes at least one former Seahawks player.