Motorsports and HUGO BOSS: A success story
HUGO BOSS has been supporting motor racing for over 50 years and was one of the first companies worldwide to leverage the appeal of racing. But motorsports sponsorship is more than just marketing. The dynamic, world-class sport lives by innovation, success, and precision – values that we share. HUGO BOSS is always keen to lead the way, to be a trailblazer. In 2022, we returned to Formula One as the official fashion partner of the Aston Martin Aramco Formula One® Team. At the same time, HUGO announced a new partnership with the Visa Cash App RB (VCARB) Formula One® Team in 2024. Additionally, we have also been the official apparel partner of the Porsche motorsport team since 2019.
ASTON MARTIN F1
In July 2022, HUGO BOSS announced a partnership with the Aston Martin Aramco Cognizant Formula One Team (AMF1) as its official fashion partner. Starting from the 2023 racing season, the company will design and develop the looks for the entire AMF1 team. In addition, the BOSS name returns to the most competitive motorsport series in the world, with its logos now being featured on the AMF1 race cars and driver suits.
PORSCHE MOTORSPORT
Since 2019, HUGO BOSS and Porsche have not only been linked by their shared regional roots, but also by their close collaboration as the official apparel partner of the entire Porsche motorsport team, with its numerous works and customer racing teams globally. Inspired by the shared passion for perfect design and innovation, the ‘Porsche x BOSS’ capsule collection is also released twice a year, showcasing the close relationship between the two brands.
FURTHER SPONSORSHIP ACTIVITIES
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.
Winter Sports
BOSS is proud to be a part of the legendary Hahnenkamm Races in Kitzbühel, Austria, once again.
Tennis
After a successful foray into the world tennis sponsorship with the Davis Cup in the 1980s, BOSS is back on court!
track and field
BOSS is committed to going the extra mile, having partnered with inspirational athlete Alica Schmidt.
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.