Tennis
BOSS IN INTERNATIONAL TENNIS
Following successful beginnings in global tennis sponsorship with the Davis Cup in the 1980s, BOSS is once again back on court – with a clear focus on tennis as an international stage.
The comeback began in 2022 with a partnership with top Italian player Matteo Berrettini, and was further strengthened through title sponsorship of the BOSS OPEN in Stuttgart. Building on this momentum, BOSS is strategically expanding its global commitment to tennis with involvement in further key tournaments, including the Laver Cup, the Dallas Open, and the Australian Open.
This creates a strategically connected tournament portfolio that strengthens the global presence of BOSS and establishes tennis as a key stage for the interplay of athletic performance, confidence, and modern lifestyle.
BOSS OPEN
Since the rebranding of the ATP tournament in 2022, BOSS has been the title sponsor of the BOSS OPEN in Stuttgart, shaping the event at Weissenhof as a fusion of top-level tennis and lifestyle experience. The partnership has since been extended until 2030 and is being continuously expanded. The tournament has also produced some special sporting moments: the two BOSS brand ambassadors have already claimed the title – Matteo Berrettini in 2022, and Taylor Fritz in 2025. In addition to the sporting competition, the brand experience plays a central role at the event. A pop-up store, the BOSS Bar, and comprehensive branding across the entire venue add brand tangibility and a distinct lifestyle dimension to the tournament.
AUSTRALIAN OPEN
A new era in sport and culture begins, as BOSS becomes Official Lifestyle Outfitter of the Australian Open from 2027. A global stage with local heart, this grand slam tournament is a fast-paced, high-energy event where sport, entertainment, celebrity, and style converge. The new partnership is the latest evolution in the tennis heritage of BOSS, which dates back to the 1980s, and includes welcoming both star and emerging players as brand ambassadors. The brand will dress up to 4,000 staff, officials, umpires and ball kids with an elevated and distinctly modern aesthetic throughout the tournament, while a capsule collection, merchandise, and replica teamwear will ensure BOSS is the most talked-about fashion presence on and off the court.
THE PLAYERS
MATTEO BERRETTINI
TAYLOR FRITZ
NOMA NOHA AKUGUE
ELLA SEIDEL
LAVER CUP
At its 2024 Berlin event, the Laver Cup launched a multi-year partnership with BOSS as its official formal wear sponsor. As part of the collaboration, BOSS outfits both Team Europe and Team World for official occasions – including the Laver Cup Iconic Photo and Opening Night Gala. The partnership aims to combine the international character of the Laver Cup with the modern, global aesthetic of BOSS and to position the brand in an elegant sporting environment.
DALLAS OPEN
BOSS became an official partner of the Dallas Open in 2025. As part of this ongoing partnership, the brand serves as a tournament sponsor, further strengthening its presence in the international tennis environment. The collaboration includes prominent brand visibility on site, featuring BOSS brand ambassador Taylor Fritz, joint merchandise items, and an exclusive “BOSS x Dallas Open” collection. In Dallas, BOSS connects modern, elegant style to top-level tennis, positioning the brand authentically in the tennis universe. The partnership makes a targeted contribution to reinforcing the perception of BOSS as a global premium lifestyle brand in the world of sports.
FURTHER SPONSORSHIP ACTIVITIES
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.
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.
Winter Sports
BOSS is proud to be a part of the legendary Hahnenkamm Races in Kitzbühel, Austria, once again.
track and field
BOSS is committed to going the extra mile, having partnered with inspirational athlete Alica Schmidt.
Cycling
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.