Sports Sponsorship

Success, Precision and Innovation

The chronicle of sports sponsorship at HUGO BOSS is a story with tradition. It begins in 1975, when HUGO BOSS decides to support Jochen Mass, the German racing driver. Since then, a lot has happened. The program has been further developed in touch with the latest trends, considering new sports and innovative ideas.

What all sponsorship activities have had in common until today is their close ties to the BOSS and HUGO brand and what they stand for: success, precision and innovation. These values are the compass for our commitment, which has accomanied us since the beginning of the sports sponsorship program more than 30 years ago. HUGO BOSS supports motorsports, and golf, tennnis, winter sports, and track and field have been added as further sports with global appeal that convey the values of our brand in the best possible way. In sports, passion and performance combine with talent and technique for long-term success – aspects that are also crucial to the products and strengths of HUGO BOSS.

The allure of sports

Winter Sports

BOSS is proud to be a part of the legendary Hahnenkamm Races in Kitzbühel, Austria, once again.

Discover more

Motorsports

HUGO BOSS announced a partnership with the Aston Martin Aramco Cognizant Formula One Team in July 2022. The partnership marks the return of the BOSS brand to Formula One. Additionally, we support Porsche Motorsport, as Global Apparel Partner.

Discover more

Golf

HUGO BOSS made its first foray into golf sponsorship in 1985 by supporting Bernhard Langer. This marked the beginning of an ongoing association with the sport.

Discover more

Tennis

After a successful foray into the world tennis sponsorship with the Davis Cup in the 1980s, BOSS is back on court!

Discover more

track and field

BOSS is committed to going the extra mile, having partnered with inspirational athlete Alica Schmidt.

Discover more

Cycling

In 2023, the brand announced its sponsorship of the Swiss Tudor Pro Cycling Team; followed by a partnership with the Red Bull-BORA-hansgrohe team in 2024. BOSS is also extending its fashion expertise into the world of cycling apparel with a seasonal capsule collection together with ASSOS, starting in 2023 and continuing until today.

Discover more