Cadillac F1 team kicks off sponsorship drive with Tommy Hilfiger deal

The Cadillac Formula One team has secured Tommy Hilfiger as its first sponsor ahead of its entry into the series next season.

Contract:

• Tommy Hilfiger becomes the team’s official apparel partner
• Fashion brand’s logo will feature on the car, driver racesuits and helmets
• There will also be a range of fanwear collections launched through the partnership

Context:

In March 2025, Cadillac was confirmed as the 11th team on the Formula One grid. A division of American automotive giant General Motors (GM), it will be supported by TWG Motorsports and powered by Ferrari before developing its own engines, likely from the 2029 season.

Team principal Graeme Lowdon previously revealed that the levels of commercial interest in its Formula One entry “risks outstripping our capacity to deal with it in the short term”. The team’s messaging is ‘all-American’, so it is no surprise to see that its first partner is a US-based company.

The deal will see Tommy Hilfiger return to Formula One after its partnership with Mercedes, which began in 2018, expired at the end of last season, coinciding with the departure of seven-time world champion Lewis Hamilton. The brand has also been an official partner of F1 Academy since last season. It currently sponsors the entry for Alba Hurup Larsen.

Comment:

“We are an American team representing one of the most iconic American brands of all time,” said Lowdon.

“Tommy Hilfiger too is an American icon, and the brand’s legacy in Formula One 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.”

Tommy Hilfiger added: “We share a vision to honour 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.”

Coming next:

Work will continue behind the scenes to develop the team’s commercial portfolio ahead of its official debut during the 2026 season.

Go deeper:

• Cadillac team principal: Commercial interest ‘outstripping capacity’ ahead of F1 debut
• Breaking down F1’s 2025 sponsorship portfolio