Cadillac Names Tommy Hilfiger First F1 Team Partner for 2026 Debut

Cadillac Teams Up with Tommy Hilfiger for 2026 F1 Entry

Cadillac has announced Tommy Hilfiger as its first official partner for the 2026 Formula 1 season, underscoring its commitment to an all-American identity.

Why it matters

This multi-year agreement with the iconic New York fashion house solidifies Cadillac's strategy to emphasize its American roots in the globally diverse F1 landscape. Tommy Hilfiger brings a rich history in motorsport, further aligning with Cadillac's vision of an all-American challenger on the grid.

The details

• Partnership Scope: Tommy Hilfiger will serve as Cadillac's apparel partner and lifestyle sponsor.
• Team Kit: The partnership includes official team kit for drivers, pit crew, paddock staff, and management.
• Fanwear: A global fanwear collection is set to launch in March 2026, coinciding with the start of the season.
• Branding: The Tommy Hilfiger logo will be prominently featured on the car, race suits, and helmets.
• Hilfiger's F1 Legacy: The brand has sponsored F1 teams since the early 1990s, notably outfitting Mercedes until 2025, and previously signing Lewis Hamilton as a global ambassador.
• Cultural Footprint: Beyond the track, Tommy Hilfiger sponsors a car in F1 Academy and will release a special collection tied to the upcoming 'F1' movie, aiming to expand F1's cultural presence.

What they're saying

• Tommy Hilfiger: "Two icons. One vision. A bold new era of American motorsport. We share a vision to honor the heritage of F1 while pushing it forward."
• Graeme Lowdon (Team Principal): Emphasized Cadillac as an American team representing an iconic American brand, with Hilfiger's unmatched F1 legacy. "Together, we’re not only racing, but driving innovation."
• Lea Rytz Goldman (Tommy Hilfiger Global Brand President): Highlighted the brand's heritage in entertainment and sport, aiming to bring "fashion at the speed of pop culture" to the grid.
• Dan Towriss (Cadillac F1 CEO): Stated the collaboration represents "the fusion of two bold, innovative brands - where performance meets iconic style."

The big picture

Cadillac's marketing strategy heavily leans into its identity as an all-American challenger in the historically European-centric sport. This partnership with Tommy Hilfiger is a key move in establishing that unique brand identity and cultural positioning ahead of its 2026 debut.