Cadillac F1 joins forces with Tommy Hilfiger for its 2026 debut, blending fashion, innovation and American style in Formula 1.
Cadillac F1 has secured its first major sponsor ahead of its entry into the top tier of motorsport next year. The ready-to-wear brand Tommy Hilfiger has partnered with the American manufacturer to make its return to the paddock.
Indeed, Tommy Hilfiger sponsored Mercedes in Formula 1 until last year, thanks in part to the presence of Lewis Hamilton, a brand ambassador. But Mercedes signed with Adidas, prompting Hilfiger to find a new partner.
This is a multi-year agreement that covers the team’s apparel and will allow the Tommy Hilfiger logo to appear on the Cadillacs. Graeme Lowdon, the team principal, is pleased to add another piece to the giant puzzle that is a Formula 1 team.
“We are an American team representing one of the most iconic American brands of all time,” said Lowdon. “Tommy Hilfiger is also an American icon, and the brand’s legacy in Formula 1 is unmatched.”
“As we bring a bold new vision to the paddock, this partnership truly reflects the spirit of what we are building. Together, we are not just racing, we are driving innovation that will shape the future of entertainment and engineering.”
Tommy Hilfiger himself welcomed the deal and what both brands represent in their respective industries: “Two icons. One vision. A bold new era for American motorsport.”
“We are proud to continue the F1 story alongside TWG Motorsports and Cadillac. We share a vision that honors F1’s legacy while pushing it forward — celebrating our roots and reimagining what we can do.”
“As the sport’s global presence continues to soar, there has never been a better time to dream big and show the world what an American team can bring to the starting grid.”
- Discover More>Pirelli begins 2026 tyre tests with 300 laps in Spain
- Following us on>Facebook et Twitter