Cadillac F1 Team Partners with Tommy Hilfiger for 2026 Campaign

      Cadillac/The Drive

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      After nearly ten years of supporting Mercedes-AMG Petronas, fashion powerhouse Tommy Hilfiger has announced its backing of Cadillac’s Formula 1 initiative starting in 2026 (and beyond) as the team’s official apparel partner and lifestyle sponsor. This is a significant win for Cadillac, especially as the entry into the series faced strong opposition from Toto Wolff, the owner and head of Mercedes F1.

      While the details of the agreement were not disclosed in Hilfiger’s announcement, some overarching elements of their multi-year collaboration were hinted at. The Hilfiger brand will not only be featured on Cadillac’s race cars but will also offer official “fanwear collections” (merchandise), “immersive events and activations” (influencer gatherings), and “disruptive campaigns with the team and drivers” (details are unclear).

      “Two icons. One vision. A bold new era of American motorsport,” Hilfiger stated in the official release. “We’re excited to continue our Formula 1 journey alongside TWG Motorsports and Cadillac. We share a vision of honoring F1's heritage while advancing it — respecting our roots and rethinking our future. With the sport's global presence growing, there’s never been a better time to aim high and show the world what an American team can contribute to the grid.”

      Hilfiger’s connection to F1 dates back to the early 1990s when it first collaborated with Lotus and then Ferrari. After a 17-year break following the 2001 season, Hilfiger sponsored Mercedes continuously from its return in 2018 until the end of last season, coinciding with Mercedes and Adidas unveiling their partnership for 2025.

      In an indirect way, this partnership will briefly reunite Hilfiger with Ferrari, as Ferrari will supply engines for Cadillac's initial efforts, giving General Motors time to develop its own program, which it aims to have ready by 2030.

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