Tommy Hilfiger Becomes Official Sponsor of Cadillac F1 Team Ahead of 2026 Debut

Breaking down what this big-name partnership means for Cadillac’s exciting first season in Formula 1.

Cadillac’s entry into Formula 1 in 2026 has captured the attention of racing fans around the world, and one of the most exciting parts of this new era is the team’s first major partnership with global fashion brand Tommy Hilfiger.

This collaboration isn’t just a logo on a car — it represents a fusion of fashion, culture, and motorsport that brings two iconic American brands together on one of the world’s biggest stages.

Tommy Hilfiger has a long history in motorsport advertising and sponsorship, having previously worked with teams like Lotus, Ferrari, and Mercedes-AMG in Formula 1. Now, the brand is returning to the grid in a multi-year partnership as the official apparel partner and lifestyle sponsor of the Cadillac F1 Team.

This partnership was first announced in June 2025 and sets the tone for Cadillac’s 2026 Formula 1 debut. It’s the first official sponsorship deal for the Cadillac F1 project, coming as the team prepares to become the first new constructor on the grid since 2016.

Here’s how Tommy Hilfiger and Cadillac are working together for 2026 and beyond:

Official Team Apparel: Tommy Hilfiger will design and produce team uniforms including race suits, driver gear, and staff clothing. The brand’s famous red-white-blue logo will appear on everything from the Cadillac F1 car to driver helmets and suits — giving the team a distinguished, stylish presence both on and off the track.

Fanwear Collections: Fans will have access to exclusive Cadillac F1-inspired apparel and lifestyle pieces. These collections blend Tommy Hilfiger’s signature aesthetic with motorsport-inspired design — something fashion and F1 enthusiasts alike will appreciate.

Brand Activations and Storytelling: The partnership goes beyond clothing. Expect creative campaigns, immersive events, and digital experiences that bring fans closer to the team and highlight the shared values of innovation, heritage, and bold style that both brands stand for.

With the 2026 Formula 1 season just weeks away, Cadillac and Tommy Hilfiger are gearing up to make their collective mark on the sport. The Cadillac F1 car is already adorned with the Tommy Hilfiger logo — visible on the nose, driver suits, and helmets — giving fans a hint of the team’s identity before it even hits the starting grid.

We can also expect the launch of official fan apparel collections and brand activations in the coming weeks, just in time for the season opener in Australia this March.

Stay tuned to the Roy Foss Cadillac Blog for updates on the Cadillac F1 Team, exclusive fanwear drops, and the latest on Tommy Hilfiger collaborations as the 2026 Formula 1 season gets underway.

Cadillac F1 2026: Super Bowl Livery Reveal & Bahrain Testing Updates

Everything you need to know about Cadillac’s bold move into Formula 1

Cadillac’s entry into Formula 1 is one of the most exciting stories in motorsport right now and the buzz just keeps building. From a unique Super Bowl livery reveal to early testing action, here’s a complete, up-to-date look at what’s been happening with Cadillac F1 in the past few weeks.

On February 8, 2026, Cadillac turned heads around the world with a spectacular reveal of its 2026 Formula 1 race livery during a commercial break at Super Bowl LX — one of the most watched TV events of the year.

Rather than revealing its design in a traditional paddock event, Cadillac chose the big stage of the Super Bowl to introduce its all-new black-and-white livery to a global audience. The bold design is meant to reflect Cadillac’s identity — modern, striking, and unmistakably American.

But the spectacle didn’t stop there. Cadillac also set up a “Countdown Box” in New York’s Times Square, where a frosted car awaited its reveal. As the countdown concluded, fans in the heart of the city got a real-world look at the livery for the first time — showing Cadillac’s intent to build excitement far beyond traditional motorsport circles.

This high-profile reveal isn’t just about looks — it’s Cadillac’s way of saying “we’re here, and we’re serious.” The car will compete in its first Formula 1 season in 2026.

Before the livery reveal, Cadillac took another big step toward its F1 debut.

In late January, the Cadillac F1 team had the CA01 — its first Formula 1 car — out on track at Silverstone for an early shakedown and filming day. Veteran F1 driver Sergio Pérez completed the first laps the car has ever run in public — a huge milestone in the development program.

After the Super Bowl reveal, Cadillac shifted into full pre-season testing mode at the Bahrain International Circuit. These sessions are where the team will gather vital data on performance, setup, and reliability ahead of the first race weekend of the year. You’ll see Cadillac battling it out on track alongside long-established teams as the 2026 season prepares to kick off.

Cadillac’s strategy — revealing its livery on the biggest American sporting stage — shows just how serious the brand is about making a cultural impact as well as racing impact. The decision to use the Super Bowl to launch the team’s visual identity aligns Cadillac with major global brands and brings F1 into the mainstream conversation in the U.S. — a market where interest in Formula 1 continues to grow.

What’s Next for Cadillac F1?

Here’s what’s coming up as Cadillac races toward its highly anticipated debut:

• Bahrain Testing Continues: Pre-season sessions run through mid-February, offering Cadillac a chance to fine-tune the CA01 before the season begins.

• First Official Race: The 2026 season opens at the Australian Grand Prix in March, where Cadillac will make its competitive debut on the world stage.

This isn’t just another motorsport announcement — it’s Cadillac staking a claim as a new global contender in one of the world’s most competitive and watched sports.