Our cooperation with the racing driver Jochen Mass in 1975 was the beginning of the decades-long success story of motorsports sponsorship at HUGO BOSS. Mass, who had made his first appearance in Formula 1 in 1973, had the reputation of being the "golden boy" of car racing. He perfectly represented the values embodied by HUGO BOSS even then. From 1975, the BOSS logo adorned his helmet, car and race suit whenever he competed for the McLaren team.
Thirty-four years, seventeen world championships
Through Mass, the connection to McLaren was established. The partnership with this Formula 1 team, which lasted for more than thirty years, has been one of the crucial milestones of sports sponsorship at HUGO BOSS. This cooperation, so far the longest in our history, firmly anchored our company in Formula 1.
This era, legendary thanks to its success, was marked by top athletes such as Niki Lauda, Ayrton Senna, Mika Häkkinen and Lewis Hamilton. Ayrton Senna and Alain Prost competed for McLaren in tandem from 1988 through 1989 and were considered the invincible kings of motorsports. Only seven of the thirty-two races in those two years were won by other drivers; fourteen McLaren victories even were double wins. Overall, the team garnered ten drivers' championships and seven constructors' championships within the thirty-four years of our partnership.