Motorsports and HUGO BOSS: A success story

HUGO BOSS has been supporting motor racing for over 50 years and was one of the first companies worldwide to leverage the appeal of racing. But motorsports sponsorship is more than just marketing. The dynamic, world-class sport lives by innovation, success, and precision – values that we share. HUGO BOSS is always keen to lead the way, to be a trailblazer. In 2022, we returned to Formula One as the official fashion partner of the Aston Martin Aramco Cognizant Formula One Team. At the same time, we have continued to sponsor Formula E, since 2017. Additionally, we have also been the official apparel partner of the Porsche motorsport team since 2019.


In July 2022, HUGO BOSS announced a partnership with the Aston Martin Aramco Cognizant Formula One Team (AMF1) as its official fashion partner. Starting from the 2023 racing season, the company will design and develop the looks for the entire AMF1 team. In addition, the BOSS name returns to the most competitive motorsport series in the world, with its logos now being featured on the AMF1 race cars and driver suits.


Since 2019, HUGO BOSS and Porsche have not only been linked by their shared regional roots, but also by their close collaboration as the official apparel partner of the entire Porsche motorsport team, with its numerous works and customer racing teams globally. Inspired by the shared passion for perfect design and innovation, the ‘Porsche x BOSS’ capsule collection is also released twice a year, showcasing the close relationship between the two brands.


Since its first season in 2014/2015, Formula E has proven that the future of the automotive industry is electric. It is the perfect platform to test the limits of electric car technology. A growing number of 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.



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.


Within HUGO BOSS’ soccer sponsorship activities we partner with internationally renowned clubs.

Winter Sports

BOSS is proud to be a part of the legendary Hahnenkamm Races in Kitzbühel, Austria, once again.


After a successful foray into the world tennis sponsorship with the Davis Cup in the 1980s, BOSS is back on court!