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. The scope of the collaboration expands 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.


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


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.


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.


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

track and field

BOSS is committed to going the extra mile, having partnered with inspirational athlete Alica Schmidt.