Cadillac F1 to Make Bold Super Bowl Play

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00:00I think when you're an American brand entering a European space, the first thing you want to do

00:04is ingratiate yourself in sports culture. That's what they're attempting to do. And look, a Super

00:08Bowl ad is among the most expensive of the year. This is owned by Mark Walter, who owns the Lakers

00:12and the Dodgers. This is pocket change to him. So how important is this, though, to Cadillac? I know

00:19you're focused on the Super Bowl as you're a big football fan, but I'm focused on the racing, right?

00:25And I'm seeing such an incredible expansion from both Ford and General Motors into these

00:29massive mega million dollar series. It's huge. It's huge. I mean, they are going to be debuting

00:34a little over a month later, I believe, in Australia and Melbourne specifically. And so

00:38with that in mind, they want to build both the brand on the track and off the track.

00:42On the track is very simple. You win, you gain fans. And even if you're competitive,

00:46F1 is so ultra competitive. We see a lot of the same teams win or the ones who

00:50win those early season races often dominate throughout. But off the off the track is where

00:55it's important. And I think the Super Bowl commercial can help with that.

00:58But it's not even just Cadillac for GM. Red Bull is going to also be using

01:03a GM engine, too. How much of this is just like a wholesale reentry of General Motors into F1?

01:09And what does it mean for kind of their their overall brand to be so present

01:13now in a what's had been largely European sport? It's huge. I mean,

01:16if you think about from the expansion side of things, they paid a $450 million expansion fee.

01:20I'm sure that they're going to make that back 10 times over years from now. And with that,

01:25part of it is you think about just sports franchises overall. It isn't just the performance

01:30on the track. There are plenty of teams across the NFL, NBA, MLB that have won numerous championships,

01:35but their valuations are low. And the reason for that is the real estate play, the branding,

01:39the marketing. Cadillac is a big part of this. And them being the only American team in F1 right now

01:45is going to do tremendous for their business. I thought Red Bull was going to use Ford.

01:49Oh, Ford. Wow. So that's what I mean. You said GM. I did say GM. Yes.

01:53Oh, thank you for that. Correct. That's a serious, important distinction. Wow. Yeah.

01:57Geez. Well, okay. But it does, if I can defend myself, it just speaks to the presence of American

02:02car companies on the track. Yes. Two very big rival. Very, very big rival. Yeah. Okay.

02:10Really cool stuff, Randall. Great story. Who's your Super Bowl pick, by the way?

02:14Let's go Rams-Bills. Rams-Bills. Rams-Bills. Right now,

02:18I'm open to changing by the end of the regular season.