Tennis
THE LEGACY CONTINUES
After a successful foray into the world tennis sponsorship with the Davis Cup in the 1980s, BOSS is back on court! Kicking off the comeback with a partnership with Italian professional tennis player Matteo Berrettini in the beginning of 2022, BOSS set another milestone by becoming the official title partner of the Weissenhof tennis tournament in May. The tournament, held in Stuttgart as part of the ATP Tour, has now been renamed BOSS OPEN.
BOSS OPEN
HUGO BOSS returned for the third year as the title sponsor for the BOSS OPEN 2024 at the Weissenhof, Stuttgart, following the success of the ATP tournament's 2022 rebrand. BOSS brand ambassador Matteo Berrettini, who took the men’s singles title at the BOSS OPEN 2022, was back on the grass court dressed from head to toe in signature BOSS colors. A highlight of the tournament was the BOSS pop-up store — in the shape of a giant sports holdall — showcasing the latest BOSS x Matteo Berrettini capsule collection, plus exclusive merchandise, ready-to-wear pieces, and a selection from BOSS Fragrances. Attendees had the opportunity to shop the collection between matches, and also visit our iconic BOSS Bar for a coffee. The tournament prominently displayed BOSS branding throughout the venue, with ball kids and line umpires donning custom BOSS tennis kits.
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.
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.
Winter Sports
BOSS is proud to be a part of the legendary Hahnenkamm Races in Kitzbühel, Austria, once again.
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.