The Cadillac Formula 1 (F1) racing team has signed major US fashion brand Tommy Hilfiger as its first official sponsor as it prepares to enter motor racing's iconic Formula 1 next year.
Through a multi-year tie-up unveiled earlier this week, New York-based Tommy Hilfiger becomes the Michigan team's apparel partner and lifestyle sponsor.
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The partnership will entail Cadillac F1 drivers, management, and paddock staff wearing team kit designed by Tommy Hilfiger, while a fanwear collection will become available for purchase by supporters at the beginning of the 2026 F1 season.
In addition, the brand's logo will be present on the Cadillac race cars, drivers' race suits, and drivers' helmets.
This agreement builds on Tommy Hilfiger's years of association with various F1 teams, most recently with Mercedes between early 2018 and the start of the 2025 season. A separate deal was also in place during that time with iconic Mercedes driver Lewis Hamilton, who has since moved to Ferrari.
GlobalData Sport valued the final year of the Tommy Hilfiger-Mercedes tie-up as being worth $3.63 million for that team.
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By GlobalDataIn addition, the fashion brand is a partner of the F1 Academy all-female development series, through an agreement unveiled early last year.
Dan Towriss, Cadillac F1's chief executive, has now 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."
Cadillac F1 will enter the sport next year through a partnership between its owner, General Motors, and motorsports ownership group TWG Global.
The bid for it to become F1's 11th team in 2026 was accepted and rubber-stamped by the series' hierarchy late last year.
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.”
Away from motor racing, the brand is also a sponsor of the US team from the international sailing series SailGP, through a deal dating back to last June.
