In a bold statement of intent, the newly formed Cadillac Formula One team has inked a landmark partnership with Tommy Hilfiger, marking the fashion brand’s return to the sport and Cadillac’s first major commercial signing ahead of its anticipated 2026 debut.
A Strategic Match: American Icons Align
The deal positions Tommy Hilfiger as the team’s official apparel partner, with branding to appear across race suits, helmets, and the Cadillac F1 car itself. Beyond on-track visibility, the collaboration will bring an exclusive fanwear collection, aimed at combining motorsport energy with American street-style aesthetics.
This isn’t Tommy Hilfiger’s first foray into F1. After a multi-year partnership with Mercedes-AMG Petronas that ended alongside Lewis Hamilton’s exit, the brand pivoted toward emerging properties like F1 Academy. Now, it returns to the pinnacle of motorsport with a team that represents its core values: American ambition, global relevance, and cultural influence.
Cadillac’s Vision: Commercial Momentum Before the Lights Go Out
Cadillac, a subsidiary of General Motors, was confirmed earlier this year as Formula One’s 11th team, with its operations run through TWG Motorsports and initial power units supplied by Ferrari. Full Cadillac-developed engines are expected to arrive in 2029 — a long-term bet that blends performance with in-house innovation.
Team Principal Graeme Lowdon has been vocal about the unprecedented level of commercial interest:
“We’re an American team representing one of the most iconic American brands of all time. Tommy Hilfiger’s legacy in Formula One is unmatched. Together, we’re not just racing, we’re building a movement.”
Hilfiger echoed this sentiment:
“There’s never been a better time to dream big and show the world what an American team can bring to the grid.”
What’s Next?
With the Tommy Hilfiger deal signed, Cadillac F1 now has a platform to build its commercial portfolio heading into 2026. Given Formula One’s soaring popularity in the U.S., particularly post-Drive to Survive and the success of the Las Vegas GP, this team represents one of the most valuable entry points for brands aiming to embed themselves in the future of American motorsport culture.
Expect announcements from both endemic automotive brands and lifestyle partners in the coming months as Cadillac looks to build a commercial strategy that fuses racing credibility with cultural capital.
Strategic Insight by 365247 Consultancy
Cadillac F1 is doing what many legacy entrants fail to: positioning itself before performance. This is a masterclass in launching a commercial-first sports property. By aligning early with a culturally resonant brand like Tommy Hilfiger, Cadillac is shaping not just its livery — but its identity.
For brands evaluating F1 sponsorships, the Cadillac project represents a clean slate:
American storytelling
Tier 1 racing credibility (via Ferrari)
Long runway for global brand integration
If your brand is ready to enter sports, in particluar F1 — the Cadillac partnership model may just be the blueprint to watch.
