Amid the flurry of announcements surrounding Cadillac’s entry into Formula 1, one hire stands out for its strategic weight: Tyler Epp, former President of the Miami Grand Prix, has been appointed as the Global Head of Commercial Strategy for Cadillac F1. The move signals Cadillac’s ambition not just to compete on track, but to build a sustainable commercial foundation that can endure in the competitive world of F1.
The Hire: What Cadillac Are Saying
Cadillac, backed by General Motors and its motorsport arm TWG, is preparing to join the F1 grid next season. The team has already announced drivers Sergio Pérez and Valtteri Bottas, and named Colton Herta as test/reserve driver.
In their statement, CADILLAC CEO Dan Towriss praised Epp’s track record, particularly how he transformed the Miami GP into a marquee event. Towriss said that Epp “shaping the Miami Grand Prix into one of the marquee events on the Formula 1 calendar demonstrates his unique command of the sport domestically and worldwide.”
Team Principal Graeme Lowdon further added that Epp’s operational vision will be a critical asset to the organization, especially in building its commercial arm from the ground up.
In his own words, Epp said:
“I’ve spent so much of my career in racing … I can’t think of a more exciting … opportunity to galvanize our sport in the United States and beyond than this one.”
With this hire, Cadillac signals it’s not just aiming for on-track credibility, but wants a robust commercial engine behind it.
Tyler Epp: Motorsport & Sports Business Background
To understand why Cadillac made this move, one must look at Epp’s motorsport and sports business pedigree.
Miami Grand Prix (2022–2025)
Epp served as President of the Formula 1 Crypto.com Miami Grand Prix from its first edition in 2022 through the present. He had previously also acted as Senior Vice President & COO of South Florida Motorsports (SFM) during the inaugural race.
Under his leadership, the Miami GP grew rapidly. Some highlights:
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Attendance surged — the race recorded over 240,000 spectators across both weekend days in early years.
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The event consistently delivered among the largest U.S. TV audiences in F1 history.
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The race’s contract was extended to 2041, making it one of the longest continuing events on the F1 calendar.
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The Miami GP earned industry recognition, such as Best New Event in 2022 from Sports Business Journal, and later “Promoter of the Year” from F1.
Under Epp, the Miami GP went from a new addition to a signature U.S. race — a success story many promoters can only aspire to.
Earlier Roles in Motorsports & Sports
Epp’s career in motorsport and sports business is broad and includes:
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General Manager, Hall of Fame Racing (NASCAR Sprint Cup team) — overseeing operations, staffing, finances.
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Director of Team Operations & Business Development, Chip Ganassi Racing (a major multi-series motorsport organization).
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Vice President of Business Development, Sports Management Network — dealing with sponsorships, representation, motorsport consulting.
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Senior roles in Major League Baseball (San Diego Padres) and in the NFL (Kansas City Chiefs) — including executive roles in operations and business development.
This cross-sport experience gives him a unique skill set in commercial strategy, sponsorship negotiation, branding, and operations — all crucial when building a new F1 team’s commercial backbone.
Why This Hire Matters for Cadillac F1
Several factors make Epp’s appointment particularly intelligent:
1. U.S. Market & Brand Relevance
As an American marque entering F1, Cadillac will need to build strong commercial traction in the U.S. — with sponsors, media rights, and fan engagement. Epp’s success with the Miami GP gives him credibility in U.S. motorsport promotion.
2. Commercial Infrastructure from Ground Up
Cadillac is a new team. Unlike established teams that already have sponsors, partners, and commercial departments, Cadillac must build much of that from scratch. Epp’s experience in creating and growing motorsport events will help shape that structure.
3. Sponsor Recruitment & Retention
F1’s commercial model revolves on high-value partnerships and long-term deals. Epp’s background in business development and managing commercial strategy in multiple sports makes him well-suited to bring in, service, and renew major sponsors.
4. Global Strategy
Cadillac must operate across markets — North America, Europe, Asia — and its commercial strategy needs global coherence. With Epp’s cross-series and international experience, he brings a mindset suited to scaling globally.
5. Signaling Vision & Ambition
In the competitive environment of F1, hires matter as signals. With Epp joining early, Cadillac is showing that it wants to invest seriously in commercial strength — not just technical operations. It sends a message to potential partners that they take this seriously.
Challenges & What to Watch
Of course, success is not guaranteed. Some challenges and key things to watch include:
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Translating success from event promotion to team sponsorship — running a GP and running a team are different disciplines. Cadillac will expect Epp to bridge that transition effectively.
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Balancing commercial goals vs sporting performance — early teams sometimes overcommit to sponsorship at the expense of on-track development; Epp’s role will be to align the business sinews with performance goals.
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Global execution — scaling partnerships in Europe and Asia is very different from managing U.S. motorsport; his ability to adapt his U.S. success globally will be tested.
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Team dynamics — he’ll need to work closely with the CEO (Dan Towriss), technical leadership, and the F1 commercial ecosystem (Liberty, FIA, promoters). Those relationships will define how well strategy executes.
Final Thoughts
The announcement that Tyler Epp will become Cadillac F1’s Global Head of Commercial Strategy isn’t just another personnel move — it’s a statement of intent. With his tenure turning Miami into a marquee F1 event, his broad motorsport and sports business background, and his commercial acumen, he brings a solid foundation for Cadillac’s off-track ambitions.
In F1, success is built not just on lap times and engineering, but also on the deals, sponsorships, and brand strength behind the team. If Cadillac want to be taken seriously as a perennial contender — on track and commercially — this hire suggests they understand that correctly.
