Tommy Hilfiger has announced that it will be Cadillac’s official clothing partner and lifestyle sponsor in Formula One, starting in 2026 and continuing thereafter. This comes after sponsoring Mercedes-AMG Petronas for almost 10 years. It’s a win for Cadillac because Toto Wolff, the owner and manager of Mercedes F1, was strongly against Cadillac entering the race. Hilfiger’s news release gave hints about the broad terms of their multi-year partnership but didn’t go into specifics. The Hilfiger brand will do more than decorate Cadillac’s race cars. They will also run “disruptive campaigns with the team and drivers,” “immersive events and activations” (such as parties for influencers), and official “fanwear collections” (swag). There are two signs. Just one view. In a statement, Hilfiger described it as a daring new era of American motorsport, expressing enthusiasm about continuing their Formula One legacy alongside Cadillac and TWG Motorsports. We both want to preserve F1’s history while also improving it. We want to remember our roots while also thinking about the future. As the sport grows around the world, there has never been a better time to dream big and showcase what an American team can bring to the grid. The first race Hilfiger ever drove in was in the early 1990s. The business first worked with Lotus and then switched to Ferrari. Hilfiger stepped away from the racing scene for 17 years following the 2001 season. From the start of the 2018 season until the end of the most recent one, Hilfiger sponsored Mercedes. That’s when Mercedes and Adidas announced their new partnership for 2025. This project reunites Hilfiger and Ferrari, albeit in a roundabout way. By providing the engines for Cadillac’s first project, General Motors will have time to start its development program, which it plans to have up and running by 2030.
