Tommy Hilfiger Inks Two-Decade Sponsorship Deal with Liverpool FC

Tommy Hilfiger returns to the pitch after twenty years on the sidelines. The American brand owned by the PVH Group has closed a sponsorship deal with the men’s and women’s soccer team of the British city of Liverpool for the next twenty years. In mid-2025, Hilfiger also announced a partnership with the Cadillac Formula 1 team.

The U.S. company will develop exclusive product lines with the players of Liverpool’s top men’s and women’s team as part of its multi-year contract to dress both until 2046. Financial details of the collaboration have not been disclosed.

In June 2025, Tommy Hilfiger first became the official apparel sponsor and lifestyle partner of the new Cadillac Formula 1 team, backed by TWG Motorsports and General Motors.

Tommy Hilfiger, LVMH and Boggi Milano have signed sponsorships with the sports world in the past year

Tommy Hilfiger has already been linked to the world of sport since its foundation in 1985. The British soccer club Arsenal also counted on its sponsorship in 2005 to dress its players in the final of the Football Association Challenge Cup.

In recent months, the fashion sector has taken a step forward in sponsoring different sports. In early December,LVMH intensified its partnership with Formula 1 for the coming season by sponsoring the Australian Grand Prix.

The US group PVH, owner of Calvin Klein and Tommy Hilfiger, drastically reduced its net result at the close of the third quarter of the financial year (ended November 2nd), with a gross result of $1,293 million, a drop of 1.81% compared to the same period in 2024. At the same time, its sales kept pace, although they fell at constant exchange rates.