Cycling
BOSS THE RIDE
BOSS continues to expand its sports sponsorships, most recently in the cycling world. In 2023, the brand announced its sponsorship of the Swiss Tudor Pro Cycling Team; followed by a partnership with the Red Bull-BORA-hansgrohe team in 2024. BOSS is also extending its fashion expertise into the world of cycling apparel with a seasonal capsule collection together with ASSOS, starting in 2023 and continuing until today.
Tudor Pro Cycling
Starting in 2023, BOSS made a significant venture into the world of professional cycling as a sponsor of the Swiss Tudor Pro Cycling Team, as well as the U23 Tudor Pro Cycling Team. Comprised of 41 riders from 11 nationalities, these cyclists are at the highest level of road racing. This sponsorship highlights a shared commitment to excellence, innovation, and performance.
BOSS x ASSOS
BOSS brings a touch of style to the world of bikewear in the collaboration with Swiss cycling apparel brand, ASSOS. Jerseys and full cycling outfits in the signature brand colors of black, white, and camel elevates ASSOS’s performance-boosting garments, leaving riders looking stylish on and off the bike.
Red Bull-BORA-hansgrohe
In 2024, BOSS expanded its presence in cycling by becoming the official sponsor and fashion-apparel partner of Red Bull-BORA-hansgrohe — the only German team in the UCI World Tour — starting with the Tour de France™. The BOSS logo features prominently on the sleeves of their jerseys. In addition to the elite team, the structure includes one of the world's best junior teams.
FURTHER SPONSORSHIP ACTIVITIES
Winter Sports
BOSS is proud to be a part of the legendary Hahnenkamm Races in Kitzbühel, Austria, once again.
Motorsports
HUGO BOSS announced a partnership with the Aston Martin Aramco Cognizant Formula One Team in July 2022. The partnership marks the return of the BOSS brand to Formula One. Additionally, we support Porsche Motorsport, as Global Apparel Partner.
Golf
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.
Tennis
After a successful foray into the world tennis sponsorship with the Davis Cup in the 1980s, BOSS is back on court!
Leichtathletik
BOSS is committed to going the extra mile, having partnered with inspirational athlete Alica Schmidt.