Sponsorship

Get inspired – our commitment to arts and sports

An impressive work of art, a spectacular goal, an enriching collaboration. Art, sport and brand collaborations tell exciting stories and strengthen the worldwide awareness of our brands, making them tangible even outside of the fashion cosmos. 

It’s impossible to imagine the world of fashion without art. Art inspires through its creativity and conceptual approach. Fashion and art reveal the inner world to the outside and are expressions of personality. Recognizing this fact, we have been committed to contemporary art since 1996, with exhibitions and awards worldwide. The HUGO BOSS PRIZE, which is awarded to an emerging artist every two years, ranks among the most prestigious awards in the art scene.

Sports combine passion and performance with talent and technique. Our commitment to sports dates back to the 1970s. Through disciplines like golf, sailing, motorsports and soccer, we convey brand values such as success, precision, innovation and sustainability.

Great testimonials and strong partners are the focus of our collaborations. Whether Porsche as a partner for BOSS or singer-songwriter Liam Payne as the brand ambassador for HUGO: together we tell stories of success.
 

Sports sponsorship

Sports sponsorship

HUGO BOSS supports athletes and teams in the events of golf, soccer, sailing and motorsports. Whether it is an individual athlete preparing for the big race or a team combining forces: Discover how the company champions sportsmanship and team spirit internationally.

Arts sponsorship

Arts sponsorship

HUGO BOSS supports exhibitions and projects but also individual artists who set important signs in contemporary art. In this context, the company cooperates with selected museums and renowned institutions and awards two art prizes at the international level.

Brand collaborations

Brand collaborations

We love good design. This is reflected in our collaborations. With Porsche for BOSS and singer-songwriter Liam Payne for HUGO, we have found the right collaboration partners for our brands.