Tommy Hilfiger Makes a Stylish Return to Formula 1 With Cadillac Debut

Tommy Hilfiger steps on the accelerator on the Formula 1 tarmac. The U.S. brand has announced a multi-year partnership with the Cadillac F1 team, which will enter the Formula 1 World Championship in 2026. The agreement makes Tommy Hilfiger the official apparel sponsor and lifestyle partner of the new team, backed by TWG Motorsports and General Motors.

The move marks the first official sponsorship of the Cadillac F1 team and continues Hilfiger's long history in motorsport. The U.S. apparel brand began its journey on the circuit alongside teams such as Lotus, Ferrari and Mercedes-AMG. The collaboration will include customized uniforms, brand presence on the single-seater, driver's suits and equipment, and future capsule collections that will fuseprep made modern aesthetics with the codes of the automotive world.

The collaboration seeks to position itself as a fashiontainment benchmark and celebrate the return of the team as the first addition since 2016. In addition to the planned physical and digital activations, Hilfiger has confirmed the realization of campaigns with drivers and emerging talents. It will also sponsor the F1 Academy and driver Alba Larsen with the aim of building a more diverse future in the world of motorsport.

Tommy Hilfiger becomes the official sponsor of the new Cadillac F1 Team.

In March 2025, the team received final approval to join the top tier of motorsport racing. The Cadillac F1 team, with operational bases in the U.S. and U.K., will represent the return of an all-American team to the championship along with Hilfiger.

Throughout his 40-year career, Tommy Hilfiger has accumulated more than three decades linked to sport and culture, having collaborated with disciplines such as sailing, golf and soccer. In Formula 1, he has left his mark through his work with Lewis Hamilton and projects such as The APXGP Collection and Formula 1 The Movie.

The agreement with Cadillac F1 marks the brand's return to the grid with a strategic alliance that seeks to build from scratch a competitive team with a strong visual identity. The team's first season is scheduled for 2026, but the communication and design campaign starts now.