Cadillac has found its first sponsor

Cadillac, the future eleventh Formula 1 team, has just announced that it has signed its first sponsor in the person of Tommy Hilfiger. From next season, the American brand will be visible on the clothing of team members (including drivers, engineers, and mechanics). According to Forbes, the partnership goes even further, as Tommy Hilfiger will also be featured on the drivers’ helmets, their suits, and directly on the car. A new collection will also be launched in March 2026.

The founder of the brand, Tommy Hilfiger, has already reacted regarding this new partnership. For the famous designer, it’s an opportunity to join a rapidly growing world that opens up many opportunities. Drive to Survive has propelled [F1] to a new level; F1: The Academy will go even further, but F1 the movie, that’s the stratosphere. I don’t think there’s another sport as relevant today, he told Forbes.

A brand already well established in the world of F1

However, the brand is not new to F1. It has already dressed several teams such as Lotus and Ferrari in the 1990s and more recently Mercedes. This partnership will allow it to return to the discipline, but more importantly, to bring together two iconic American brands. A situation that will further boost the popularity of F1 across the Atlantic, a condition required by Liberty Media since its acquisition of F1 in 2023. These two iconic American brands come together around a rich history in visual culture, noted Tommy Hilfiger, a true sports enthusiast and especially of cars.

I love the iconic visuals of motorsport. The uniforms are awesome with their patches, logos, and team names. It’s a territory rich in design. We got a glimpse of the artistic direction of the Cadillac team: the collections will look incredible.

The founder of the eponymous ready-to-wear brand also spoke about Cadillac’s entry into F1. An initiative he hadn’t anticipated, but one that clearly demonstrates the United States’ passion for this automotive discipline. I didn’t expect it a few years ago. Formula 1 used to be the domain of cars from Europe. Creating a clothing line for fans, combining our iconic preppy style with the bold motifs of Cadillac’s motorsport, is an exciting playground to push boundaries. As the popularity of the sport continues to rise globally, it’s the perfect time to dream big and show the world what an American team can bring to the grid.

A collaboration deemed “natural”

For its part, Cadillac thus acquires a significant partner, ideal for starting its campaign in the premier category of motorsport. Graeme Lowdon, director of the Cadillac F1 team, expressed his delight in partnering with a brand that has known F1 for a long time. He mentions a natural collaboration between two teams that share the same ideals.

« The values of Cadillac – boldness, sophistication, optimism – naturally align with those of Tommy Hilfiger. Together, they deliver an ambitious and confident vision. The chemistry, vision, and passion were there from the start. And racing is above all a story of passion and the will to win. »

An American team but with a global reach.

Even though Lowdon did tell PlanetF1 « to build an American team », Cadillac’s goal is also to look internationally to find global partners. This is, in any case, the stated intention of Dan Towriss, CEO of TWG Motorsports, owner of Cadillac F1. « We clearly want strong American brands to be pillars of our project, but we operate on a global stage. So it’s not purely an American strategy. There are a lot of discussions underway. The interest is enormous, and many things are happening behind the scenes. »

After being very discreet since its official announcement as the eleventh F1 team, only mentioning Ferrari as its engine supplier from 2026 to 2029, Cadillac is speeding up its entry into F1. While it begins to form partnerships with other brands, one problem remains: the choice of drivers. Many candidates are considered, but only two seats are available. The coming weeks are likely to be intense at Cadillac.