Cadillac's Formula 1 Team Receives Tommy Hilfiger as Sponsor for Their 2026 Campaign

Mercedes, backed by Hilfiger since its Formula 1 comeback in 2018, will now feature on the brand's entry into American racing series.

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2025 June 7 . 7:54 AM

2 min read

Tommy Hilfiger has been a supporter of Mercedes since its return to Formula One in 2018; now, the... — Tommy Hilfiger has been a supporter of Mercedes since its return to Formula One in 2018; now, the brand will feature on the American team's entry in the series.

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In an exciting turn of events, fashion powerhouse Tommy Hilfiger will partner with Cadillac for its Formula 1 campaign, starting in 2026 (and beyond)! This partnership is a major victory for Cadillac, as it faces adversity from Mercedes F1 owner and head honcho Toto Wolff.

While the specifics of the deal remain under wraps, we're given a sneak peek at the sweeping plans of this long-term arrangement between Hilfiger and Cadillac. Apart from decking out their race cars with the iconic Hilfiger branding, the partnership will create exclusive "fanwear collections" (merchandise for fans), host "immersive events and activations" (exciting events with influencers), and execute "disruptive campaigns with the team and drivers" (mind-blowing promotions).

As Hilfiger proudly declared, "Two giants. One mission. A bold new era of American motorsport." The partnership aims to celebrate the rich heritage of Formula 1 while pushing it towards a thrilling future, showcasing past accomplishments while looking forward to groundbreaking achievements.

Hilfiger's F1 ties go back to the '90s. The brand initially teamed up with Lotus, followed by Ferrari until 2001. After a 17-year hiatus, Tommy Hilfiger made a comeback to F1 in 2018, sponsoring Mercedes all the way to the end of last season. However, with the announcements of Mercedes and Adidas' partnership for 2025 and Cadillac's 2026 entry, this partnership temporarily reunites Hilfiger with Ferrari, as Ferrari is supplying engines for Cadillac's initial season. Meanwhile, Cadillac aspires to have its own engine development program up and running by 2030.

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Sources:

Formula 1 announces Cadillac for 2026
Mercedes F1 team principal Toto Wolff
Cadillac's Formula 1 engine development
New teams in Formula 1 2026

Engaging in an exciting business venture, Tommy Hilfiger and Cadillac join forces in the world of motorsports for the 2026 Formula 1 season, bringing together finance and sports for an innovative partnership that extends beyond racing, with plans for exclusive merchandise, immersive events, and disruptive marketing campaigns. Subscribe to our daily newsletter to stay updated on the latest developments in this groundbreaking collaboration.