The much-anticipated Cadillac Formula 1 team, set to electrify the FIA Formula One World Championship in 2026, has announced a landmark multi-year partnership with the global fashion powerhouse, Tommy Hilfiger.
This collaboration has designated Tommy Hilfiger as the official apparel partner and lifestyle sponsor for the all-American F1 squad, promising to bring a distinctive blend of performance and iconic style to the grid.
Under the terms of the agreement, Tommy Hilfiger will design and produce the official team kit, ensuring that Cadillac F1 drivers, pit crew, and all team personnel are outfitted in cutting-edge, recognizable apparel. The instantly recognizable Tommy Hilfiger logo will also be prominently displayed on Cadillac’s F1 cars, driver suits, and helmets, forging a strong visual identity for the team as it makes its highly anticipated debut.
This partnership marks a strategic alliance between two iconic American brands, both celebrated for their innovation, distinct style, and pioneering spirit. Cadillac, a division of General Motors, is poised to bring a bold American presence to the global F1 stage, a commitment significantly amplified by this collaboration with Tommy Hilfiger.
Dan Towriss, Cadillac F1’s Chief Executive, said, “This collaboration represents the fusion of two bold, innovative brands, where performance meets iconic style. As we build a team that reflects American ambition on the global F1 stage, this partnership sets the tone for what’s ahead.”
Lea Rytz Goldman, Global Brand President at Tommy Hilfiger, added, “By doubling down in motorsport, we are excited to present a fresh expression of what’s possible when fashion evolves at the speed of pop culture. This iconic partnership continues our legacy of breaking boundaries, bringing style to the grid, and driving the future of Formula 1.”
This partnership also signifies Tommy Hilfiger’s notable return to Formula 1 sponsorship, building on a rich history that includes past associations with esteemed teams such as Lotus, Ferrari, and, most recently, Mercedes. The brand’s commitment to motorsport extends further, with active involvement in initiatives like the F1 Academy and a partnership with the upcoming F1 movie starring Brad Pitt.
The Cadillac F1 team, which received final approval from the FIA in March 2025 through a partnership between General Motors and motorsports ownership group TWG Global, plans to utilize Ferrari engines and gearboxes in its initial years. The team has stated its ambition to develop its own F1-ready power unit by 2029. This foundational sponsorship with Tommy Hilfiger is a pivotal step in establishing a robust commercial platform as the team gears up for its highly anticipated entry into the pinnacle of motorsport.
