The newly created Cadillac Formula 1 team has announced its first brand partnership since it was formally approved. The team will enter the 2026 Formula 1 World Championship season with Tommy Hilfiger as its official apparel partner and “lifestyle sponsor.” The Tommy Hilfiger brand says it will bring its spirit of “fashiontainment” (their word, not ours) to the elite motorsport.
“Two icons. One vision. A bold new era of American motorsport,” said Tommy Hilfiger himself, a racing enthusiast since childhood. “We’re proud to continue our Formula 1 story alongside TWG Motorsports and Cadillac. We share a vision to honor the heritage of F1 while pushing it forward – celebrating where we come from, and reimagining where we can go. As the sport’s presence around the globe continues to soar, there’s never been a better time to dream big, and show the world what an American team can bring to the grid.”
The partnership is rooted in the uniquely American identity of both brands. European brands have enjoyed a dominant status in the luxury car and fashion worlds for quite some time, but Cadillac and Tommy Hilfiger are both leaning into their American nationality with this collaboration. Previously, Tommy Hilfiger has sponsored the Lotus, Ferrari, and Mercedes-AMG Formula 1 teams.
“We are an American team representing one of the most iconic American brands of all time,” said Cadillac Formula 1 Team Principal Graeme Lowdon. “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.”
The iconic, tri-color Tommy Hilfiger logo, which fits well into this partnership’s red, white, and blue identity, will be displayed on the Cadillac Formula 1 team’s cars, driver suits, and helmets. At some point, likely closer to the beginning of the 2026 F1 season, apparel collections will become available for fans.
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