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. BOSS brand ambassador Matteo Berrettini, who made his return to the grass-court event for the first time since his win in 2019, went on to win the tournament, once again, in 2022.
Matteo Berrettini
Matteo Berrettini has climbed the ranks of professional men’s tennis on the global stage. At just 26, Matteo has already won more than 100 tour-level matches, as well as 7 ATP Tour singles titles, most recently the 2022 Queen’s Club Championships and the BOSS Open, dressed in BOSS. 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 Matteo, one of the world’s best tennis players, includes a long-term partnership and the launch of a standalone capsule collection. Berrettini has also been introduced as a Global Brand Ambassador for BOSS, on and off the court. “I have always been a fan of BOSS and it’s an honor to collaborate with such a powerhouse fashion brand – one that is at the top of its game when it comes to style and technical expertise”, says Matteo.
BOSS OPEN
HUGO BOSS returned as the title sponsor for the BOSS OPEN 2023 at the Weissenhof, 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 was, for the first time, dressed from head to toe in signature BOSS colors. The tournament also marked the release of his new collaborative capsule collection with BOSS, featuring a polo shirt, shorts, a baseball cap, and an exclusive design of the GEL-RESOLUTION™ 9 tennis shoe in collaboration with ASICS. Attendees had the opportunity to shop the collection at a pop-up store at the Weissenhof, along with the award-winning BOSS x HeiQ AeoniQ™ polo shirt, made from revolutionary cellulosic yarn. The tournament prominently displayed BOSS branding throughout the venue, with ball kids and line umpires donning custom BOSS uniforms.
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 Formula E, which is the first electric car racing series in the world, as well as 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.