American Icons Unite: Cadillac and Tommy Hilfiger Forge a Multi-Year F1 Partnership




A groundbreaking alliance in the world of motorsport has been unveiled as Cadillac secures its inaugural sponsorship deal for its upcoming Formula 1 team. The collaboration with renowned American fashion house Tommy Hilfiger marks a significant milestone for both entities, blending racing innovation with style. With Cadillac's Silverstone headquarters bustling with preparations for their 2026 debut, this partnership signifies an important step in assembling the commercial foundation needed to support their ambitious venture.
Beyond mere branding, this multi-year agreement dives deep into integrating Tommy Hilfiger’s influence across various aspects of Cadillac’s operations. From designing the team's official attire to crafting exclusive merchandise lines, the iconic red, white, and blue logo will prominently feature on the race car, driver uniforms, and helmets. This move not only strengthens Tommy Hilfiger’s legacy in Formula 1 but also reaffirms its commitment to motorsport, having previously sponsored teams like Lotus and Ferrari in the '90s and more recently Mercedes until last season.
As the global appeal of Formula 1 continues to grow, partnerships such as this one exemplify the potential synergy between sport and lifestyle brands. Graeme Lowdon, Cadillac Team Principal, expressed excitement about aligning with a brand that mirrors Cadillac’s own vision and heritage. Together, they aim to redefine the boundaries of engineering and entertainment within the sport. With shared aspirations to honor the past while propelling Formula 1 into new realms, this union symbolizes the dawn of a dynamic chapter in American motorsport history, showcasing what an American-led initiative can contribute to the grid's evolution.