The new Formula 1 team from Cadillac has attracted its first major sponsor; American fashion giant Tommy Hilfiger will become the official clothing sponsor and lifestyle partner of the team. This was announced by both parties in New York on Tuesday. Tommy Hilfiger has previously had successful collaborations with Mercedes and Lewis Hamilton, among others. The brand also plays a prominent sponsorship role in the upcoming Hollywood film F1.
Cadillac’s Formula 1 project, an initiative of American automotive giant General Motors, was given the green light this year to join the premier class. With the support of Tommy Hilfiger, Cadillac aims to make an impression both on and off the track. Moreover, the collaboration seamlessly aligns with the American flair that the team wants to convey. Press materials and promises about future drivers indicate that Cadillac wants to emphasize its American identity.
‘Two Icons’
“Two icons. One vision. This is a bold new step for American motorsport,” declared Tommy Hilfiger, founder of the eponymous fashion brand, in an official press release. “We want to honor the heritage of Formula 1 as well as reinvent its future. As the popularity of the sport continues to increase, there has never been a better time to show the world what an American team can bring.” Team boss Graeme Lowdon also responded enthusiastically: “We are an American team representing one of the most iconic American brands,” he referred to Cadillac. “Tommy Hilfiger is also an American icon, and his legacy in Formula 1 is unparalleled.”
Tommy Hilfiger has a long history in Formula 1, with previous collaborations with Lotus, Ferrari, and Mercedes. The brand also worked closely with Lewis Hamilton. The collaboration with Cadillac once again brings fashion and motorsport together, including team clothing, driver suits, and merchandise with the distinctive Hilfiger design. Cadillac will make its debut on the Formula 1 grid in 2026.
