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.

The company entered a partnership with Formula E racing series in December 2017 as “Global Apparel Partner”, supporting the Formula E drivers Lucas Di Grassi, Jean-Éric Vergne and Jérôme D’Ambrosio as well as former Formula One World Champion Nico Rosberg.

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. Additionally HUGO BOSS partners with some of the most renowned soccer clubs in the world, such as Real Madrid F.C. and FC Bayern.

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