Golf

BOSS x GOLF

HUGO BOSS made its first foray into golf sponsorship in 1985 by supporting legendary German golfer Bernhard Langer. This milestone marked the beginning of a long-standing association with the sport - one built on shared values of precision, performance, and style.

Our commitment to golf extends far beyond logo placement. Through innovative performance wear, tailored for the demands of the course, we help athletes perform at their best while reflecting the signature elegance of HUGO BOSS. Today, our involvement in golf remains a core pillar of our sports sponsorship strategy, reinforcing our dedication to excellence both on and off the fairway.

The Open

As the oldest golf championship in the world, The Open holds a unique place in sporting history. First played in 1860 at Prestwick Golf Club in Scotland, it has grown into one of the most prestigious tournaments in the game. Today, it is contested on a select rotation of iconic coastal links golf courses across the United Kingdom, each offering its own distinctive challenges and heritage.

HUGO BOSS has been an official Patron Partner of The Open since 2020, further strengthening our long-standing connection to the sport.

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HIGHLIGHTS FROM 'THE OPEN'

Up-and-coming golfing talent & Brand Ambassador: DANIEL HILLIER

Born in Wellington, New Zealand on July 26, 1998, Daniel Hillier is one of the most promising young golfers to emerge on the international stage. Since turning professional in 2019, he has risen steadily through the ranks, showcasing a blend of skill and resilience that has earned him respect from peers and fans alike. His breakthrough moment came in 2023 with a victory at the Betfred British Masters, marking his first DP World Tour title and establishing him as a player to watch. Daniel has been with BOSS since 2019.

CAREER HIGHLIGHTS

2023

Betfred British Masters: First DP World Tour Victory
2024

New Zeeland team debut at the Paris Olympics
2025

Runner-up finish at the Hero Dubai Desert Classic
2026

Tied 4th at the DP World Tour’s Bapco Energies Bahrain Championship

Multiple top 10 finishes on the DP World Tour, cementing his status as a rising star.

FURTHER SPONSORSHIP ACTIVITIES

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.

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Winter Sports

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

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Tennis

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

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track and field

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

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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.

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