The new Cadillac Formula 1 team, set to debut in 2026, has taken a major step forward by securing a key sponsor
Cadillac has officially signed a sponsorship deal with iconic American fashion brand Tommy Hilfiger. This marks the team’s first commercial partnership and also signals Hilfiger’s return to the F1 paddock following its recent stint with Mercedes.
A Stars and Stripes Synergy: The U.S. Push in F1
Based in Silverstone, the Cadillac team is preparing for its F1 debut, and team principal Graeme Lowdon emphasized the project’s American core:
“We’re an American team representing one of the most iconic American brands. Tommy Hilfiger is an American icon as well, and its legacy in Formula 1 is unmatched.”
The multi-year agreement includes prominent Tommy Hilfiger branding on the cars, race suits, and helmets. The brand will also design the team kit and create official merchandise collections.
From Ferrari to Mercedes: Hilfiger’s Successful F1 History
This partnership marks a significant F1 return for Tommy Hilfiger. After debuting in the 1990s with Lotus and Ferrari, and a long run with Mercedes from 2018 until last season, the brand had recently been involved in a more limited role—supporting F1 Academy, sponsoring driver Alba Larsen, and outfitting F1’s executive staff.
Now, through a collaboration with technical partner TWG Motorsports, Hilfiger aims to reassert its presence in the sport.
“Two icons. One vision. A new era for American motorsport,” said Tommy Hilfiger.
“We’re proud to continue our F1 legacy alongside TWG Motorsports and Cadillac. We aim to honor F1’s legacy while looking to the future—where we come from, and where we’re going.”
After Haas, Now Cadillac: The U.S. Doubles Down on F1
Cadillac will enter F1 in 2026 under the new regulations and is determined to stand out from the start, emphasizing its image, technical approach, and cultural identity. The goal: to create a team that truly represents the U.S. on the global motorsport stage—on and off track—as showcased during the recent Miami GP weekend.
Photo: Cadillac, FIA
