Tommy Hilfiger has announced a multi-year partnership with the Cadillac Formula 1 Team, becoming the team’s official apparel partner and lifestyle sponsor.
The partnership coincides with Cadillac Formula 1 Team’s entry into the sport, following its final approval in March 2025 to join the grid for the 2026 Formula 1 World Championship. The team, formed by TWG Motorsports and General Motors, will be the first new addition since 2016.
The partnership will see Tommy Hilfiger’s signature design language woven into the fabric of the Cadillac Formula 1 Team’s identity. The brand’s logo will appear on race cars, driver suits, and helmets, while team kits and an exclusive line of fanwear will launch as well.
“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.”
Tommy Hilfiger’s connection to Formula 1 runs deep. From sponsoring teams like Lotus, Ferrari, and Mercedes-AMG to collaborating with Sir Lewis Hamilton, the brand continues its legacy of bold collaborations across entertainment and sport.
Most recently, the brand collaborated with F1 The Movie with the launch of The APXGP Collection, fronted by Brand Ambassador Damson Idris. Hilfiger also supports F1 Academy and rising star Alba Larsen.
“From the very beginning, entertainment and sport have been part of our brand’s heritage,” said Lea Rytz Goldman, global brand president, Tommy Hilfiger.
“By doubling down in motorsport, we are excited to present a fresh expression of what’s possible when fashion evolves at the speed of pop culture. This iconic partnership continues our legacy of breaking boundaries, bringing style to the grid, and driving the future of Formula 1.”
Dan Towriss, CEO of Cadillac Formula 1 Team, added: “Tommy Hilfiger is an American original, and we’re proud to welcome them as our first official partner. This collaboration represents the fusion of two bold, innovative brands—where performance meets iconic style. As we build a team that reflects American ambition on the global F1 stage, this partnership sets the tone for what’s ahead.”
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