Motorsports

Motorsports and HUGO BOSS: A success story

HUGO BOSS has been supporting motor racing for almost fifty years and was one of the first companies worldwide to leverage racing’s appeal for its own brand. But motorsports sponsorship is more than just marketing. The dynamic, world-class sport lives by the same values that we follow – innovation, success, precision and sustainability. HUGO BOSS is always keen to lead the way. As such, since 2017 we have been sponsoring Formula E, which excites motorsports fans worldwide with innovative technology and races against spectacular backdrops. In addition, we have been the official team partner of the Porsche motorsports team since 2019.

Formula E: Power, Innovation, Dynamic
Since its first season in 2014/2015, Formula E has proven that the future of motor racing is electric. It is the perfect platform to test the limits of electric car technology. More and more major car manufacturers are entering the category, taking the design, functionality and sustainability of electric cars to a whole new level. By sponsoring Formula E, HUGO BOSS is continuing its long-standing relationship with motorsports – while also maintaining its commitment to innovation and sustainability.
Formula E: Power, Innovation, Dynamic
Since its first season in 2014/2015, Formula E has proven that the future of motor racing is electric. It is the perfect platform to test the limits of electric car technology. More and more major car manufacturers are entering the category, taking the design, functionality and sustainability of electric cars to a whole new level. By sponsoring Formula E, HUGO BOSS is continuing its long-standing relationship with motorsports – while also maintaining its commitment to innovation and sustainability.

The Formula E drivers

Lucas Di Grassi

The Brazilian driver has been living out his passion for racing fast cars since 2002. He has been competing in Formula E since 2014 and, after finishing third and second in the first two seasons, he finally clinched the World Championship title in in the third season in 2017. Coming in second in 2018 and third in 2019, Di Grassi stepped up to the winner’s podium, making him one of the most successful drivers in the still-young history of Formula E.

Jean-Éric Vergne

Jean-Éric Vergne started his career in Formula 1 but has since switched to Formula E – and has done so with great success: after a successful 2017/18 season, he won the world championship title with the last race in New York City and fulfilled his long-cherished dream. In the 2018/2019 season, he performed equally well, making him the first back-to-back champion.

Andre Lotterer

André Lotterer has been active in many different motorsport series, winning the Super GT title inn 2006 and 2009. He has been competing in the LMP1 class of the World Endurance Championship (WEC) since 2012. In his first season he became long-distance world champion. In his Formula E debut season 2017/2018 he finished on the podium twice. Since the 2019/2020 season, Lotterer has been part of the TAG Heuer Porsche Formula E Team, coming in second place in the very first race of the still-young racing team.

Further sponsorship activities

Golf

HUGO BOSS sponsors three of the world's most exciting tournaments and eleven top professional golfers, including Henrik Stenson, Martin Kaymer, Byeong-Hun An and Patrick Cantlay.

Sailing

HUGO BOSS has been supporting the Alex Thomson Racing Team since 2003 - including the probably toughest sailing race in the world: the Vendée Globe.

Soccer

Within HUGO BOSS’ soccer sponsorship activities we partner with internationally renowned clubs such as Real Madrid, Paris Saint-Germain and FC Bayern.