Cadillac starts in 2026 in Formula 1 - Hilfiger as a partner on board!

Cadillac starts in 2026 in Formula 1 - Hilfiger as a partner on board!

Cadillac will take part in Formula 1 as an eleventh racing team, which is a significant return for the American car brand. It is the second American team to Haas that starts in the premier class of motorsport. The team boss of Cadillac, Graeme Lowdon, underlines the connection between the team and American culture and highlights the partnership with Tommy Hilfiger, who now acts as a lifestyle sponsor and clothing partner. This cooperation is the first official partner contract for the new F1 team and was already being planned two years ago.

Tommy Hilfiger's commitment in Formula 1

Tommy Hilfiger has a long tradition in Formula 1 with partnerships to teams such as Lotus, Ferrari and most recently Mercedes. The new partnership with Cadillac not only includes the production of racing suits and helmets, but also of team equipment that will prominently display the logo of the brand. This extends to the entire team collection, including official kits for drivers and pit crews as well as fanwear, which will be available worldwide in Tommy Hilfiger Stores from March 2026. Hilfiger emphasizes the cultural relevance and the crossover potential of Formula 1, which is associated with fashion, art, music and sport.

The cooperation with Cadillac took place in time for the announcement of the film "F1 The Movie" with Brad Pitt and Damson Idris, which aims to further increase the popularity of Formula 1 racing. Hilfiger was announced as a sponsor for the film in March. This becomes the only fashion company that is connected to both the film and the new racing team.

historical context of the American teams

The start of Cadillac into Formula 1 is not the first presence of American teams in this sport. Historically, there were many US teams in Formula 1, who often only started for a race, but also some who had sustainable influence. Formula sport has a long tradition in the United States, especially through the legendary Indianapolis Motor Speedway, where the Indy 500 part of the Formula 1 World Championship was between 1950 and 1960.

teams such as all American Racers, Parnelli Jones Racing and Penske Racing shaped the image of US motorsport in Formula 1. They testify to the enthusiasm and talent, which is also rejected today by the return of new teams such as Cadillac. The popularity of Formula 1 has also been increased in recent years by the Netflix documentary series "Formula 1: Drive to Survive" and the new program "F1: Academy", which supports young young drivers.