F1 News Roundup 6th June – Between Barcelona’s aftermath and Montreal’s anticipation, the Formula 1 paddock has been anything but quiet. From Max Verstappen’s brush with a race ban to Lance Stroll’s injury casting doubt over his home race, it’s been a week full of headlines on and off the track. Add in a stylish debut partnership for Cadillac, Hamilton’s latest tech tie-in, and the arrival of F1: The Academy on Netflix, and there’s plenty to catch up on. Here’s your F1 news roundup for the week up to the 6th of June.
Cadillac Signs Tommy Hilfiger as First Official Partner
Cadillac’s long-awaited Formula 1 journey just got a little more American. Earlier this week, the Michigan-based manufacturer announced its first official partnership ahead of its 2026 debut: a multi-year deal with none other than Tommy Hilfiger.
The iconic New York fashion house will become Cadillac F1’s official apparel partner and lifestyle sponsor. That means team kit, paddock wear, and fan gear will all bear the hallmark of Hilfiger’s signature red, white and blue. Tommy Hilfiger will stitch its branding into every layer of Cadillac’s F1 identity — from drivers’ suits and helmets to the livery itself.
“This collaboration represents the fusion of two bold, innovative brands, where performance meets iconic style,” said Cadillac F1 CEO Dan Towriss. “As we build a team that reflects American ambition on the global F1 stage, this partnership sets the tone for what’s ahead.”
While this is Cadillac’s first step onto the grid, Hilfiger is no stranger to the sport. Tohe brand partnered with Mercedes-AMG Petronas from 2018 through 2024, and also signed a separate personal deal with Lewis Hamilton before his switch to Ferrari. It also remains a proud supporter of the all-female F1 Academy series and the fashion sponsor for this summer’s highly anticipated F1 movie.
The Cadillac x Tommy Hilfiger collection will be available for fans at the start of the 2026 season – just in time to wear red, white and blue for real.
Hamilton Partners with AI Search Engine Perplexity
Lewis Hamilton has signed a new global endorsement deal with Perplexity, an AI-powered search engine that’s looking to redefine how we explore and engage with information.
Perplexity unveiled the partnership ahead of the Emilia Romagna Grand Prix, marking its first step into Formula 1 — and it chose one of the sport’s biggest icons to lead the way. The company’s logo will now be visible on the top of Hamilton’s helmet for the rest of the 2025 season.
But this is no ordinary brand deal. Both Perplexity and Hamilton describe the deal as a collaboration driven by shared values: curiosity, innovation, and a relentless drive to push boundaries.
“Whether it’s in sport or life, you can never stop asking questions,” Hamilton said in a statement. “Curiosity is fuel, and that’s why I like using Perplexity… Questions help you win. Perplexity has the answers.”
The California-based startup, now worth around $9 billion, positions itself as one of the few tech challengers aiming to rival Google. And unlike crypto or fintech deals that have peppered the grid in recent years, this partnership feels like a rare crossover — where a leading athlete aligns with a next-gen AI platform not just for visibility, but for impact.
Ryan Foutty, VP of Business at Perplexity, echoed that sentiment:
“Lewis transcends racing. He stands for excellence in everything he does, and that’s what we want people to associate with Perplexity.”
With recent deals including Lululemon and trading platform CFI, Hamilton continues shaping his post-Mercedes chapter with clear purpose and a firm eye on the future.
PepsiCo Becomes Official Formula 1 Partner in Multi-Year Deal
Continuing with interesting partnerships, Formula 1 has announced PepsiCo as their new long-term partner that will see the US-based multinational become an Official Partner of the sport through to 2030. The agreement will spotlight a trio of PepsiCo heavyweights — Sting Energy, Gatorade and Doritos — across multiple F1 initiatives, both trackside and beyond.
Under the new arrangement, Sting Energy will become Formula 1’s Official Energy Drink, while Gatorade steps in as the Official Partner of F1 Sprint — a role that will debut at the Belgian Grand Prix later this season. Doritos, meanwhile, will be F1’s Official Savoury Snack Partner, and will have global activation rights across the series.
Beyond snacks and sips, PepsiCo will be focusing on immersive fan engagement through digital content, limited-edition products, and on-pack promotions. Expect to see F1-branded cans, crunchable merch, and branded Fan Zone experiences rolled out at select races.
The tie-up also extends to the F1 Academy, where PepsiCo has pledged further support, with more details expected later in the year.
Formula 1 CEO Stefano Domenicali praised the union:
“PepsiCo will tap into the unique potential of Formula 1 as a global platform to connect with new audiences… With a long-lasting history of creativity and ability to celebrate the fun and special moments in life, PepsiCo is the ideal partner.”
The move is as strategic as it is celebratory. For PepsiCo, it marks a major expansion into global motorsport — and for Formula 1, it’s another sign of just how attractive the sport’s commercial platform has become.
Fun fact: Some fans spotted what looked like Daniel Ricciardo in the launch video and immediately speculated about a surprise comeback — though nothing official confirms it.
Formula 1 and PepsiCo announce a groundbreaking multi-year agreement that sees PepsiCo become an Official Partner of the sport until 2030#F1 pic.twitter.com/pPlbwWYUKN
— Formula 1 (@F1) May 27, 2025
F1 Academy Docuseries Debuts on Netflix
The highly anticipated F1: The Academy docuseries has officially launched on Netflix, offering a rare behind-the-scenes look at the all-female racing championship’s 2024 season. Produced by Reese Witherspoon’s Hello Sunshine and released globally on 28th May, the series dives deep into the high-speed, high-stakes world of F1 Academy.
Across seven adrenaline-packed episodes, viewers follow the journeys of the young women competing over seven rounds — not just on the track, but through the personal and professional challenges that come with breaking ground in a male-dominated sport.
With exclusive access and plenty of emotional punch, the series weaves together the drama of the racing with powerful stories of ambition, sacrifice, and self-belief. The series also marks Netflix’s continued investment in motorsport storytelling, following the global success of Drive to Survive and the recent release of The Seat, which charted Kimi Antonelli’s rise to the Mercedes F1 seat.
F1 Academy Managing Director Susie Wolff and Reese Witherspoon along with her Hello Sunshine team, are the executive producers of the show. The main goal of this documentary series is to bring F1 Academy to a global audience — and, perhaps more importantly, to inspire a new generation of girls and young women to see motorsport as a space where they belong.
Whether you’re already a fan of the series or watching for the first time, F1: The Academy might just be one of the most impactful pieces of Formula 1 storytelling to hit screens this year.
Mystery Injury Casts Doubt Over Stroll’s Canadian GP Return
In more paddock-related news, Lance Stroll may be forced to miss his home race in Montreal after undergoing a procedure on his wrist following his sudden withdrawal from the Spanish Grand Prix. The Canadian, who’s been managing pain linked to a 2023 cycling injury, was advised by doctors to sit out the race after qualifying in Barcelona, where he’d struggled for pace.
The surgery was reportedly carried out by Dr Xavier Mir — the same specialist who helped Stroll make a rapid return to racing last year. But this time, a comeback in time for the Canadian Grand Prix on 15th June is still unconfirmed.
The timing and opacity of the injury news raised a few eyebrows in the paddock, with some reports suggesting tensions flared behind the scenes after qualifying. Aston Martin shut down speculation during an ESPN interview, with Team Principal Mike Krack dismissing rumours of a garage incident as “typical paddock gossip.”
If Stroll misses the race, Aston Martin will likely turn to Felipe Drugovich — though his Le Mans commitment that same weekend could complicate the plan. The team also has access to Stoffel Vandoorne and, via its Mercedes ties, potentially even Valtteri Bottas. For now, though, Aston insists that the plan is to have Lance in the car.
Verstappen One Point Away From Race Ban Amid Spanish GP Fallout
In more paddock drama, Max Verstappen finds himself perilously close to a race ban after his late-race collision with George Russell at the Spanish Grand Prix. The incident earned the Red Bull driver a 10-second time penalty — dropping him from fifth to tenth — and three penalty points on his super licence, bringing his total to 11. Just one more point and he’ll be forced to sit out a Grand Prix.
He wouldn’t be the first. Kevin Magnussen became the first driver to receive a race ban under F1’s penalty points system last year, after reaching the 12-point threshold — a rule introduced in 2014 to clamp down on repeated incidents.
With two races to go before any of those points begin to expire (Canada and Austria), Verstappen will need to keep it clean — particularly given he’ll remain on at least nine points until late October. Red Bull boss Christian Horner was clear:
“He’s just got to keep his nose clean in the next couple of races.”
Verstappen later admitted fault in a post-race Instagram story: “Some moves after the [Safety Car] restart fuelled my frustration, leading to a move that was not right and shouldn’t have happened… You win some together, you lose some together.”
If the reigning world champion were to hit the 12-point limit, Red Bull would need to draft in a replacement — likely from their pool of Racing Bulls talent, with Liam Lawson and Isack Hadjar among the frontrunners.
Feature Image Credit: Red Bull Content Pool