As a fashion brand, we are always on the lookout for innovative approaches to design and sustainability. We therefore see a lot of potential in Formula E and are delighted to be the first clothing partner to support this exciting motorsport series.
Mark Langer

Motorsports and HUGO BOSS: A success story

HUGO BOSS has been supporting motor racing for over forty years and was one of the first companies worldwide to use the charisma of racing for its own brand communication. But motorsports sponsorship is more than just marketing. Dynamic top-class sport lives by the same values that we follow - innovation, success, precision. With this in mind the partnership stands to reason. For us, it is always important to keep up with the times. Since 2017, HUGO BOSS has therefore been sponsoring Formula E, which thrills motorsports fans worldwide with innovative technologies and races against spectacular backdrops.

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 Formula E, 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 - just like the purely electric racing series, we also stand for innovation and sustainability.

The Formula E drivers

Lucas Di Grassi

The Brazilian driver has been living out his passion for fast cars in racing since 2002. He has been competing in Formula E since 2014 and, after finishing third and second, he finally clinched the World Championship title in 2017. Last season was also successful: Lucas finished second in the overall ranking after Jean-Éric Vergne.

Jean-Éric Vergne

Jean-Éric Vergne started his career in Formula 1, but has since switched to Formula E - and that, very successfully: After a great 2017/18 season, he won the world championship title with the race in New York City and fulfilled his long-cherished dream. Now, in the new season he is sure to be hunted in his DS Techeetah.

Jérôme D’Ambrosio

Jérôme D'Ambrosio has been in Formula E since the very beginning - that is, since 4 seasons. He was on the podium a total of seven times, twice as winner: 2014/15 at the Berlin ePrix and 2015/16 at the race in Mexico City. In the 2018/19 season he enters his fifth Formula E season with the Mahindra Racing Team.

Andre Lotterer

Andre Lotterer is considered one of the greatest German racing talents. In 2006 and 2009 he won the Super GT title. 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 twice on the podium. Now he is going into his second Formula E season with the DS Techeetah racing team.

HUGO BOSS x Nico Rosberg

Travelling the world in style with Nico Rosberg

Nico Rosberg has been one of the great Formula 1 drivers. In 2016 he won the long-awaited world championship title, after which he ended his career on the racetrack. Now he can be seen on television as a motorsport expert or in his role as BOSS brand ambassador where he meets top athletes and comments on top events.

Further sponsorship activities


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


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


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