Terry Crews Puts F1 in 'Crews Control' with New Cadillac-Backed YouTube Series

INDIANAPOLIS, IN – April 29, 2026 – As the Cadillac Formula 1 Team prepares for its highly anticipated 2026 grid debut, it is launching a major cultural offensive to win the hearts and minds of American fans. The team, along with parent company TWG Motorsports, announced the premiere of Crews Control, an 18-episode premium YouTube series hosted by actor and entertainer Terry Crews. The series, set to debut May 5, is produced by the Oscar-winning studio Box to Box Films, the creative force behind the phenomenon Formula 1: Drive to Survive.

Each 8-to-10-minute episode will follow Crews as he immerses himself in global motorsport culture, offering a unique and personal gateway into the complex world of racing. While anchored in the Cadillac F1 Team's inaugural season, the series promises a broader exploration of the TWG Motorsports portfolio, which includes powerhouse names in INDYCAR, NASCAR, and IMSA. It represents a significant strategic investment in content, aimed at capitalizing on Formula 1's surging popularity in the United States and building a brand narrative from the ground up.

The 'Drive to Survive' Effect, Evolved

The involvement of Box to Box Films is a clear signal of the project's ambition. The production company is widely credited with revolutionizing F1's appeal in the U.S. market. Since Drive to Survive premiered in 2019, American F1 viewership has grown by an astonishing 135%, with the average race in 2025 attracting a record 1.3 million viewers. More importantly, the series cultivated a new, younger, and more diverse fanbase, with studies showing 75% of new fans are under 45 and a significant increase in female viewership.

Crews Control aims to build on this proven model of human-centric storytelling. Rather than focusing on technical jargon and race statistics, the series will explore the culture, personalities, and obsessions that fuel the sport. "Collaborating with Terry on Crews Control allowed us to build a series around his irresistible curiosity and commanding presence,'' said Paul Martin, CEO of Box to Box Films. "He doesn't simply observe racing – he connects deeply with engineers, drivers and fans, uncovering the human stories at the heart of the Cadillac Formula 1 Team and TWG Motorsports. The result is cinematic and precise, grounded in real emotion, and unmistakably Terry: funny, earnest and relentlessly curious."

By leveraging the same narrative DNA that made Drive to Survive a global hit, Cadillac and TWG are betting they can create a dedicated following for their new F1 venture before the cars even complete their first competitive lap. The choice of YouTube as the primary platform further reflects a modern media strategy, targeting the 135 million viewers who already consume F1 content on the platform and catering to a digital-native audience that prefers streaming over traditional broadcasts.

A Celebrity Guide to a Global Phenomenon

At the heart of this strategy is Terry Crews, a host whose mainstream appeal extends far beyond the traditional motorsport audience. Known for his charismatic and high-energy roles in projects like Brooklyn Nine-Nine and as the host of America's Got Talent, Crews brings a blend of humor and genuine enthusiasm that makes him an ideal guide for newcomers. The series positions him as the ultimate American ambassador to a sport that can often feel inaccessible.

"Motorsport is the biggest world most Americans have never stepped inside — and I'm about to change that," said Crews in the announcement. "This isn't just one series; it's an entire universe. Crews Control isn't about lap times and standings. It's about the culture, the obsession, and the people who live and breathe it. I'm bringing America into a world that's faster, louder, and more alive than they ever imagined."

The narrative is deepened by Crews' personal connection to the project. His father was a long-time employee of General Motors, co-owner of the Cadillac F1 Team, creating an authentic through-line of automotive pride and personal discovery. This backstory provides a relatable anchor, transforming the series from a simple sports documentary into a story of cultural exploration and personal legacy.

The Strategic Blueprint of a Motorsports Empire

Beyond the celebrity appeal and high-end production, Crews Control is a masterclass in corporate strategy from TWG Motorsports. Formed in late 2024, the motorsports entity of TWG Global has rapidly assembled a formidable racing empire, with ownership stakes and partnerships across the world's biggest series, including Andretti Global in INDYCAR, Spire Motorsports in NASCAR, and Wayne Taylor Racing in IMSA.

The series is designed to be a powerful cross-promotional tool, weaving together these disparate racing disciplines under the unified TWG banner. Viewers will follow Crews not only through the F1 paddocks of Melbourne and Miami but also to the iconic Indianapolis 500, connecting the dots between different forms of motorsport and highlighting what makes each unique. This integrated approach aims to build a cohesive brand identity for TWG Motorsports as a dominant force in global racing.

"TWG Motorsports was built on a singular belief that motorsport has unmatched power in sport and culture, and its best stories are still waiting to be told," said Dan Towriss, CEO of TWG Motorsports. "Crews Control brings that to life – a can't-miss journey anchored by the Cadillac Formula 1 Team and extending across many series we compete in, told through one of entertainment's most compelling voices."

Launching a Team, Building a Brand

The timing of the series is no coincidence. It launches just as the Cadillac Formula 1 Team makes its official entry onto the 2026 grid, a journey that followed a complex but ultimately successful bid. After an initial rejection from Formula One Management, a restructured project—backed by a $450 million expansion fee and a long-term commitment from General Motors to produce its own power unit by 2029—secured the coveted 11th spot on the grid. With a leadership team in place and drivers Valtteri Bottas and Sergio Pérez signed for the inaugural season, the team is now shifting focus to building its public profile.

Crews Control provides an unprecedented, ready-made platform for this brand-building exercise. It offers an intimate, season-long introduction to the team, its personnel, and its culture, effectively serving as a marketing campaign that is also premium entertainment. As the team navigates the immense pressures of its first F1 season, the series will give fans a front-row seat to the drama, challenges, and triumphs, forging a connection that traditional advertising cannot replicate. The promotional ecosystem, extending across all team and partner social media channels, will ensure a constant stream of content to drive engagement and amplify the narrative as the season unfolds.