Cadillac names its first F1 team partner amid all-...

Cadillac has introduced its first official partnership forward of the 2026 Formulation 1 season, signalling a dedication to its all-American identification with a take care of Tommy Hilfiger.

The Michigan-based producer has named Tommy Hilfiger its attire accomplice and way of life sponsor in a multi-year settlement with the enduring New York style home – a model with a long-standing historical past in F1.

“Two icons. One imaginative and prescient. A daring new period of American motorsport,” Hilfiger mentioned in an announcement on Tuesday. “We’re proud to proceed our Formulation 1 story alongside TWG Motorsports and Cadillac.

“We share a imaginative and prescient to honor the heritage of F1 whereas pushing it ahead — celebrating the place we come from, and reimagining the place we will go.

“As the game’s presence across the globe continues to soar, there’s by no means been a greater time to dream huge, and present the world what an American staff can convey to the grid.”

Staff principal Graeme Lowdon echoed the sentiment that Cadillac is “an American staff representing probably the most iconic American manufacturers of all time”.

He went on: “Tommy Hilfiger too is an American icon, and the model’s legacy in Formulation 1 is unmatched. As we convey a daring new imaginative and prescient to the paddock, this partnership really displays the spirit of what we’re constructing.

“Collectively, we’re not solely racing, however driving innovation that can form the way forward for each leisure and engineering.”

The partnership will comprise official staff equipment worn by the drivers, pit crew, paddock workers and administration, together with a fanwear assortment set to drop globally subsequent March firstly of the season. The corporate emblem may even be current on the automobile, race fits and helmets.

Hilfiger, whose lifelong ardour for motorsport started close to his dwelling on the Watkins Glen circuit in New York, has sponsored F1 groups for the reason that early Nineteen Nineties. Most not too long ago, he outfitted Mercedes, till Adidas took over at the beginning of 2025.

Throughout the model’s seven-year partnership with the Silver Arrows, it signed Lewis Hamilton as a worldwide ambassador, which resulted in him producing a number of collections and sitting within the entrance row at style week.

Past the observe, Tommy Hilfiger has performed a visual function in rising F1’s cultural footprint. The model sponsors a automobile in F1 Academy and can launch a particular assortment tied to this summer season’s ‘F1’ film. Now, the model goals to convey that very same ethos to Cadillac’s entry into F1.

“From the very starting, leisure and sport have been a part of our model’s heritage,” Tommy Hilfiger world model president, Lea Rytz Goldman, mentioned.

“By doubling down in motorsport, we’re excited to current a recent expression of what’s doable when style evolves on the velocity of popular culture. This iconic partnership continues our legacy of breaking boundaries, bringing model to the grid, and driving the way forward for Formulation 1.”

Cadillac’s advertising and marketing rollout has leaned closely into its cultural positioning as an all-American challenger in a traditionally Europe-centric sport. The partnership with Hilfiger appears to be setting the tone for the staff’s distinctive model identification.

“This collaboration represents the fusion of two daring, revolutionary manufacturers – the place efficiency meets iconic model,” Dan Towriss, CEO of Cadillac F1, mentioned. “As we construct a staff that displays American ambition on the worldwide F1 stage, this partnership units the tone for what’s forward.”