A success story on four wheels

Motorsports are an integral component of the world of HUGO BOSS. The history of sports sponsorship at HUGO BOSS began as early as 1975. Back then, the company was one of the first in the world to capitalize on the charisma of motorsports as an instrument of brand communication. The dynamic top-class sport was the perfect expression of the brand values of HUGO BOSS—innovation, success, precision. But nobody could predict at the time that this was the cornerstone of a success story lasting more than thirty years.

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.

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Outside Formula 1

Outside Formula 1, HUGO BOSS also cooperated with other important players of motorsports—in the 1980s, for example, with Porsche. The car manufacturer then provided high-performance engines not only for the McLaren Formula 1 cars but also for vehicles for long-distance races. A large-scale version of the BOSS logo adorned the side panels of the cars. The 1981 Porsche 924 GTP or the 1983 and 1984 models, known as "pinstripe" models, achieved legendary status.

From 1986 through 2009, HUGO BOSS was also a partner of the Penske Racing team in the U.S., which competed in the Indy Car World Series. The most successful season was beyond doubt 1994, when the drivers Al Unser Jr., Paul Tracy and Emerson Fittipaldi were able to win twelve out of sixteen races, including the famous Indy 500. To the great surprise of the press and the public, on this occasion the drivers of the team competed with brand new race cars that had been built in complete secrecy. The Ilmor Mercedes Benz 500l engines, a custom development for the occasion, proved crucial for the victory in the end. 

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Cooperations with Mercedes

Twice, HUGO BOSS partnered with Mercedes-Benz in the Deutsche Tourenwagen Meisterschaft (German Touring Car Championship, DTM)— first from 1988 through 1996 and then again after the revival of DTM from 2000 through 2017. In those years of cooperation, the team captured thirteen teams' titles and ten drivers' titles. The last winner was Pascal Wehrlein in 2015. 

From 2015 through 2017, HUGO BOSS was also a partner of the Mercedes-Benz's own Formula 1 team. The cooperation seemed natural for various reasons. Two globally successful companies from southern Germany, both embodying innovation, outstanding performance and highest precision, teamed up. Although this partnership was comparatively short-lived, the Mercedes-AMG Petronas Formula 1 team garnered an extremely impressive list of titles. The team claimed all drivers' and constructors' titles that were contested during this period. In 2015 and 2017, Lewis Hamilton ascended to the top of the winners' podium; in 2016 it was Nico Rosberg, with whom HUGO BOSS still collaborates.

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HUGO BOSS x Formula E

Innovation continues to play a major role for HUGO BOSS when it comes to motorsports sponsorship. Since 2017, HUGO BOSS has committed to Formula E. The company is the official apparel partner of the electric racing series and also supports three promising top drivers. The races, whose circuits traverse the centers of the world's metropolises, excite motorsports aficionados around the world through innovative technologies and extraordinary racing experiences.

For HUGO BOSS, the step from Formula 1 to Formula E is perfectly logical. The company is increasingly striving for more sustainability in all areas—from saving energy through the use of leather substitutes and sustainability training courses for employees. From this point of view, Formula E is an interplay of the most important core values of HUGO BOSS. Long-term, sustainable cooperation is thus an obvious choice.

Further information

Motorsports sponsorship at HUGO BOSS

HUGO BOSS is an official sponsor of Formula E and also supports three promising drivers in the new racing series. Learn more about the sponsorship commitment of the company.

Behind the scenes of Formula E

While traveling the world for HUGO BOSS, Nico Rosberg talks to top athletes and commentates on the exciting races that lead through the downtown areas of world-famous metropolises.

Sustainability at HUGO BOSS

The commitment to the low-emission Formula E plays into the sustainability strategy of HUGO BOSS because the company is committed to a more environmentally friendly fashion industry on a large scale.