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.