Cadillac has secured the first sponsor for its new Formula 1 team with a deal that will bring clothing brand Tommy Hilfiger back to grand prix racing.
As work continues at Cadillac's Silverstone base ahead of its debut F1 campaign in 2026, the team has started to pull together the commercial package that will help fund its operation.
And in a hint that it will be making the most of its American identity, the squad's first deal is a multi-year partnership with US clothing giant Tommy Hilfiger.
Beyond the company producing Cadillac's team kit and working with it on merchandise collections, its famous logo will appear on the car and drivers' suits and helmets.
The Cadillac deal marks a return to F1 sponsorship for Tommy Hilfiger too. Its association with grand prix teams began with Lotus in the early 1990s before it backed Ferrari later that decade.
Its most recent involvement was with Mercedes from 2018 until the end of last season, when, as its contract expired, the German manufacturer instead concluded a deal with sportswear brand Adidas from the start of 2025.
While not having any direct F1 team involvement this season, Tommy Hilfiger has retained a strong involvement in motorsport, being a partner of the F1 Academy and sponsor of Alba Larsen (below), supplying uniforms to F1 executives, as well as being involved with the new F1 movie.
Cadillac team principal Graeme Lowdon said that he felt Tommy Hilfiger was the perfect fit for the identity and ambition of his squad.
"We are an American team representing one of the most iconic American brands of all time," he said.
"Tommy Hilfiger, too, is an American icon, and the brand's legacy in Formula 1 is unmatched.
"As we bring a bold new vision to the paddock, this partnership truly reflects the spirit of what we're building. Together, we're not only racing, but driving innovation that will shape the future of both entertainment and engineering."
Tommy Hilfiger himself added: "Two icons. One vision. A bold new era of American motorsport.
"We're proud to continue our F1 story alongside TWG Motorsports and Cadillac. We share a vision to honour the heritage of F1 while pushing it forward - celebrating where we come from, and reimagining where we can go.
"As the sport's presence around the globe continues to soar, there's never been a better time to dream big, and show the world what an American team can bring to the grid."
