Tennis
THE LEGACY CONTINUES
After a successful foray into the world tennis sponsorship with the Davis Cup in the 1980s, BOSS is back on court! Kicking off the comeback with a partnership with Italian professional tennis player Matteo Berrettini in the beginning of 2022, BOSS set another milestone by becoming the official title partner of the Weissenhof tennis tournament in May. The tournament, held in Stuttgart as part of the ATP Tour, has now been renamed BOSS OPEN.
THE PLAYERS
MATTEO BERRETTINI
Matteo Berrettini has climbed the ranks of professional men’s tennis on the global stage. He has won more than 100 tour-level matches, as well as ATP Tour singles titles as of April 2025, and he is the only Italian player ever to reach the final of The Championships, Wimbledon. Nicknamed ‘The Hammer’, the explosive yet humble Berrettini brings a unique skill and flair to the game of tennis. BOSS’s collaboration with Berrettini introduced him as a global ambassador for the brand, and includes a long-term partnership.
TAYLOR FRITZ
Taylor Fritz made history in 2022 as the first American to win the Indian Wells BNP Paribas Open in over 20 years. His powerful strokes, dynamic playing style, and soft-spoken charm have won fans worldwide, and propelled him to a career-high ranking of world No. 4. He joined BOSS as a brand ambassador in March 2024, and went on to open the BOSS Fall/Winter show at Milan Fashion Week in September of that year. Fritz also qualified as a finalist at the US Open and the ATP Finals in Turin in 2024.
NOMA NOHA AKUGUE
Noma Akugue first picked up a racket at the age of three. Currently ranked world No. 195, she reached her first WTA final in Hamburg in July 2023 and has claimed two ITF titles. In January 2024 she became a BOSS brand ambassador, embodying style and determination on and off the court.
ELLA SEIDEL
A BOSS brand ambassador since January 2024, Ella Seidel is known for her powerful baseline game and rising success on the pro circuit. Currently ranked world No. 136, she won the 2023 W60 event in Bratislava and reached the finals of the W60 in her hometown of Hamburg that same year. To date, she has earned a total of five ITF titles.
BOSS OPEN
HUGO BOSS returns for the fourthyear as the title sponsor for the BOSS OPEN 2025 at the Weissenhof, Stuttgart, following the success of the ATP tournament's 2022 rebrand. BOSS brand ambassador Matteo Berrettini, who took the men’s singles title at the BOSS OPEN 2022 and has been the finalist in 2024, was back on the grass court dressed from head to toe in BOSS. A highlight of the tournament was the BOSS pop-up store — in the shape of a giant sports holdall — showcasing the tennis collection, plus exclusive merchandise, ready-to-wear pieces, and a selection from BOSS Fragrances. Attendees had the opportunity to shop the collection between matches, and also visit our iconic BOSS Bar for a coffee. The tournament prominently displayed BOSS branding throughout the venue, with ball kids donning custom BOSS tennis kits.
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.