About six months ago, shortly after the Las Vegas Grand Prix, the Cadillac F1 team officially confirmed its intent to compete in the FIA Formula One World Championship in 2026. Then, about a month ago, the race team unveiled its official logo just ahead of the Miami Grand Prix. Most recently, the team announced its first official brand partner: Tommy Hilfiger.
“Two icons. One vision. A bold new era of American motorsport,” said Tommy Hilfiger. “We’re proud to continue our Formula 1 story alongside TWG Motorsports and Cadillac. We share a vision to honor 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.”
As an avid racing enthusiast, Tommy Hilfiger has sponsored other Formula 1 teams – including Lotus, Ferrari, and Mercedes-AMG. However, this particular pairing is a bit more special in that it’s the first time the apparel brand has joined forces with another American establishment.
“We are an American team representing one of the most iconic American brands of all time,” said Cadillac Formula 1 Team Principal Graeme Lowdon. “Tommy Hilfiger too is an American icon, and the brand’s legacy in Formula 1 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.”
The ethos of the Tommy Hilfiger brand meshes well with the luxury marque’s identity. In addition to the typical branding on the uniforms and race cars, fans can expect the collaboration to produce apparel collections.
It’s great to see things coming together for the Cadillac F1 team. The path to racing certainly wasn’t easy due to various bureaucratic obstacles, but it all seems to be falling into place now. To that end, we’re curious to see what Russ O’Blenes has in store as CEO of the new venture tasked with building powertrains for the Cadillac F1 team next season, and we eagerly await the driver lineup.
