Months away from its official Formula One debut in 2026, the Cadillac F1 team has announced a partnership with the renowned fashion brand Tommy Hilfiger. This marks the new team’s first sponsorship in the premier class of motorsports.
Tommy Hilfiger is no stranger to F1, having ended its partnership with Mercedes at the end of the 2024 season. The collaboration with the sport’s eleventh team as its official apparel partner marks the beginning of a new chapter in its F1 journey.
Cadillac’s entry into the sport was confirmed in March this year after receiving approvals from the FIA and Formula One Management (FOM). For the initial years, it will partner with Ferrari to procure its power engines for the new era of regulations starting next year, where F1 cars will be powered by an equal ratio of internal combustion and electric power.
Addressing the new partnership with Tommy Hilfiger, Cadillac F1 team principal Graeme Lowdon said:
“We are an American team representing one of the most iconic American brands of all time.
“Tommy Hilfiger too is 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’re building.
“Together, we’re not only racing, but driving innovation that will shape the future of both entertainment and engineering.”
In a separate report by Forbes, Lowdon explained why Tommy Hilfiger was a “natural fit” for Cadillac. He said:
“Cadillac has a proud and storied racing history as far back as 1950 when they began competing at Le Mans at World Championship Level.
“Tommy has known Formula 1 for a long time. It’s the pinnacle of motorsport, like Cadillac is for luxury automobiles. Cadillac’s brand values are bold, sophisticated, and optimistic. That was a natural fit with the Tommy Hilfiger brand. Combining this offers an ambitious, confident outlook. The chemistry, vision, and passion felt right from the start. Racing is about passion and desire to win.”
The announcement of Cadillac’s partnership with Tommy Hilfiger arrives at a time when the fashion brand promotes its F1 The Movie APXGP Collection ahead of the release of the F1 movie on June 25 and June 27 in America.
Addressing the partnership with the Cadillac F1 team, Tommy Hilfiger said:
“These two iconic American brands come together with a colorful history in visual culture. I love racing’s iconic graphics. The uniforms are very cool with patches, logos, and team names. It’s rich in design territory. We had insight into the Cadillac team’s design direction; it will look incredible across the collections.
“I didn’t see that coming in the earlier years. Formula 1 was automobiles and cars coming from Europe. Building out fanwear with our iconic prep with Cadillac’s bold racing and motorsport motifs is an exciting playground to push the boundaries.”
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