Sports Sponsorship

Sports combine passion and performance with talent and technique. To ideally convey brand values such as dynamism, perfection and precision, the HUGO BOSS sponsorship activities are focused on golf, motorsports, sailing and soccer.

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 that currently includes Martin Kaymer and Henrik Stenson.

In January 2015 HUGO BOSS and the MERCEDES AMG PETRONAS FORMULA ONE TEAM started a new chapter in Formula One history. The partnership entails the designs of the high-performance teamwear for MERCEDES AMG PETRONAS that is used at Formula One circuits. The reigning World Champions also wear BOSS at official functions and en route to the world’s Formula One circuits.

In the field of sailing, HUGO BOSS has enjoyed a dynamic and successful partnership with the British Alex Thomson Racing Team since 2003. In 2004 the Group became the official lead sponsor of the IMOCA 60 yacht with which skipper Alex Thomson masters transatlantic crossings and around the world races. The sponsorship agreement also entails supplying apparel for Alex Thomson and his team with outfits that have been designed to meet the special demands of the crew on land and water.

Since June 2013, HUGO BOSS is the official fashion sponsor of Germany's national soccer team. The classic business looks and casual outfits ensure a confident, stylish statement off the field as well.

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