Sports Sponsorship

Success, Precision and Innovation

The chronicle of sports sponsorship at HUGO BOSS is a story with tradition. It begins in 1975, when HUGO BOSS decides to support Jochen Mass, the German racing driver. Since then, a lot has happened. The program has been further developed in touch with the latest trends, considering new sports and innovative ideas.

What all sponsorship activities have had in common until today is their close ties to the BOSS brand and what it stands for: success, precision and innovation. These values are the compass for our commitment, which has accomanied us since the beginning of the sports sponsorship program more than 30 years ago. HUGO BOSS supports motorsports, and golf, tennnis, winter sports, and track and field have been added as further sports with global appeal that convey the values of our brand in the best possible way. In sports, passion and performance combine with talent and technique for long-term success – aspects that are also crucial to the products and strengths of HUGO BOSS.

The allure of sports

Winter Sports

BOSS is proud to be a part of the legendary Hahnenkamm Races in Kitzbühel, Austria, once again.


The company entered a partnership with the Formula E racing series in December 2017 as “Global Apparel Partner” which is the first electric car racing series in the world. Additionally we support the Formula E drivers Lucas Di Grassi, Jean-Éric Vergne, André Lotterer as well as former Formula One world champion Nico Rosberg.


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.


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.