Cadillac Lands Tommy Hilfiger as First F1 Sponsor

Cadillac Lands Tommy Hilfiger as First F1 Sponsor

Cadillac has secured its inaugural major sponsor for its upcoming Formula 1 entry in 2026, announcing a multi-year partnership with American clothing giant Tommy Hilfiger. This deal marks a significant step in establishing the team's commercial foundation ahead of its debut.

Why it matters

This sponsorship not only provides crucial funding for Cadillac's ambitious F1 project but also signifies Tommy Hilfiger's return to grand prix racing. The collaboration highlights Cadillac's intent to leverage its American identity on the global F1 stage.

The big picture

• Partnership Scope: Tommy Hilfiger will produce Cadillac's official team kit, collaborate on merchandise collections, and feature its iconic logo prominently on the team's car, driver suits, and helmets.
• Hilfiger's F1 History: The brand has a long association with F1, dating back to Lotus in the early 1990s, followed by Ferrari, and most recently, Mercedes from 2018 until the end of the last season. Its contract with Mercedes concluded, leading to Adidas taking over in 2025.
• Current Motorsport Presence: Though not directly with an F1 team this season, Tommy Hilfiger remains active in motorsport, partnering with F1 Academy, sponsoring driver Alba Larsen, supplying uniforms to F1 executives, and participating in the new F1 movie.

What's next

Cadillac team principal Graeme Lowdon emphasized the synergy between the two American icons. "We are an American team representing one of the most iconic American brands of all time," Lowdon stated. "Tommy Hilfiger, too, is an American icon, and the brand's legacy in Formula 1 is unmatched."

Tommy Hilfiger himself echoed this sentiment, highlighting a shared vision to honor F1's heritage while pushing forward. The partnership aims to drive innovation and shape the future of both entertainment and engineering as Cadillac prepares for its 2026 grid debut.