Cadillac Names Tommy Hilfiger as Inaugural Partner for 2026 F1 Entry

Ahead of its planned entry into Formula 1 in 2026, Cadillac has announced its first major partnership, securing a multi-year agreement with iconic American fashion brand Tommy Hilfiger. Cadillac, part of the General Motors family and operating under the TWG Motorsports umbrella for its F1 project, has named Tommy Hilfiger its official apparel partner and lifestyle sponsor. This collaboration is highlighted as a foundational element for Cadillac's F1 team, emphasizing a distinctive all-American identity on the global stage. The partnership encompasses the official team kit for drivers, pit crew, and all paddock staff and management. Additionally, a dedicated fanwear collection is planned for a global release early next year, coinciding with the start of the F1 season. The Tommy Hilfiger branding is set to feature prominently on the team's car, race suits, and helmets. Both organizations have underlined the significance of this alignment, noting shared visions centered on innovation and celebrating American heritage in motorsport. Representatives from both Cadillac and Tommy Hilfiger expressed enthusiasm for bringing a bold, new presence to the F1 paddock, aiming to merge peak performance with iconic style. Tommy Hilfiger has a notable history within Formula 1, having sponsored various teams since the 1990s, most recently partnering with Mercedes. The brand has also actively engaged with F1's expanding cultural footprint, including involvement with F1 Academy and upcoming film tie-ins. Cadillac's marketing strategy for its F1 bid has consistently leveraged its American origins, seeking to position itself as a unique challenger in a historically European-dominated sport. This inaugural partnership with Tommy Hilfiger is seen as setting the tone for Cadillac's team identity and its approach to joining the pinnacle of motorsport. It signals a commitment to integrating lifestyle and fashion elements alongside technical performance, aiming to resonate with a broad global audience as the team prepares for its potential 2026 debut.