Sports Sponsorship

Success, Precision, Innovation and Sustainability

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, innovation and sustainability. 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. Today, HUGO BOSS supports the Formula E rather than Formula 1, and golf, sailing and soccer 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


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. The eleven international golf professionals currently supported include Martin Kaymer, Patrick Cantlay and Henrik Stenson.


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 "HUGO BOSS" with which skipper Alex Thomson masters transatlantic crossings and around-the-world races.


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.


Within HUGO BOSS’ soccer sponsorship activities we partner with internationally renowned clubs such as Real Madrid, Tottenham Hotspur F.C. and FC Bayern.