Winter Sports

BOSS: back on the slopes!

BOSS is proud to be a part of the legendary Hahnenkamm Races in Kitzbühel, Austria, once again. The partnership began in January 2022 with extensive visibility for BOSS through the branding of the banners, ski gates on the slopes, and more. From 2023 onwards, the scope of the collaboration will expand to feature BOSS as the Presenting Partner of the Hahnenkamm Races. With this partnership, BOSS celebrates its return to skiing sponsorships and its support for winter sports, after a long break.

Sports Sponsorship - Winter Sports
Sports Sponsorship - Winter Sports
“The Hahnenkamm Races, and especially the Streif, are absolutely unique and a true legend in the world of winter sports. We are more than excited about our comeback, as a partner at the races for the upcoming years, and to rethink the way we create an experience for visitors with BOSS. Our brand, and the athletes, stands for innovation, precision, success, passion, and emotion. In that sense, the Hahnenkamm Races and BOSS are ideal partners,” says Daniel Grieder, CEO of HUGO BOSS.
“The Hahnenkamm Races, and especially the Streif, are absolutely unique and a true legend in the world of winter sports. We are more than excited about our comeback, as a partner at the races for the upcoming years, and to rethink the way we create an experience for visitors with BOSS. Our brand, and the athletes, stands for innovation, precision, success, passion, and emotion. In that sense, the Hahnenkamm Races and BOSS are ideal partners,” says Daniel Grieder, CEO of HUGO BOSS.

Passion, Innovation, Precision: The Hahnenkamm Races

The Hahnenkamm Races have been held since 1931 and are organized by the Kitzbühel Ski Club (K.S.C.). The downhill race on the Streif is considered the most spectacular in the FIS Ski World Cup calendar, with 80m jumps, steep slopes with gradients of up to 85%, and speeds of 140 km/h. Winning in Kitzbühel is considered a career highlight for athletes, alongside the Olympic Games or the World Championships. More than 700 media representatives from over 30 countries are on-site during the races in Kitzbühel. The race weekend generates more than 180 hours of TV time and is watched by over 300 million TV viewers in Europe alone.

Further sponsorship activities

Golf

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.

Soccer

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

Motorsports

HUGO BOSS has been active in Formula E since December 2017 and is the first official clothing partner of the purely electric motorsports series.