HUGO BOSS & the domination of global sports sponsorship

It all begins in 1975 when HUGO BOSS decides to support Jochen Mass. Mass was a German-born Formula One driver who had made his first appearance in Formula 1 in 1973, with the reputation of being the “golden boy” of car racing.

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However, the 75′ Spanish Grand Prix would be a controversial first win for BOSS’s sponsor after the leader, Rolf Stommelen’s car hit a protective barrier, exploded into flames and catapulted into the crowd at the Montjuic circuit. Mass was declared the winner in his TexacoMcLaren-Ford when the race was stopped shortly after the accident.

Fortunately, since their first outing, Motorsport has become a considerable component in the world of HUGO BOSS. Through Jochen Mass, a connection with the vehicle manufacturer McLaren was established forming a partnership that lasted over 30 years and saw the success of athletes such as Niki Lauda, Ayrton Senna, Mika Häkkinen and Britain’s own ‘Billion Dollar Man’, Lewis Hamilton.

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Since 2017 the brand has changed its direction from Formula One and instead supported Formula E as their primary motorsport.

The dynamic top-class sport was the perfect expression of the brand values of HUGO BOSS—innovation, success, precision.” – Group, Hugo Boss

Currently, the brand sponsors 4 high profile athletes in Formula E including; Lucas Di Grassi, Jean-Eric Vergne, Andre Lotterer & Jerome d’Ambrosio. With the success of the partnership Formula E and HUGO BOSS have recently announced they are continuing their partnership for a further three seasons, until at least the end of the 2022/23 ABB FIA Formula E World Championship.

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HUGO BOSS’s reach extends far beyond the world of Motorsports and also into more familiar territory for people like myself, football. Since 2014 BOSS has been the official outfitter to Parisian giants Paris Saint-Germain meaning world-renowned players such as Neymar and Mbappe are all kitted out in BOSS clothing. In 2016 Europe’s most successful football club, Real Madrid C.F., Followed suit and also became an official partner with BOSS.

As it stands in 2020, over 5 of Europe’s biggest Football clubs; Real Madrid C.F, Paris Saint-Germain, Internazionale Milano, Bayern Munich, and North London’s own Tottenham Hotspur F.C have all partnered with BOSS to fit both players, coaches and staff alike with suits and outfits, creating a look of sophistication off the pitch.

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Boss has also appointed well-known players such as brand ambassadors such as; Mats Hummels famed for playing for Bayern Munich as well as the German national team and Mario Gomez the prolific striker from VfB Stuttgart.

The common look shared by these footballers is defined by slim-fitting garments such as blazers and light jackets often under layered with a roll neck to create a smart casual look that works whether you’re at a press conference or having a relaxed few in a fancy bar somewhere.

With formal wear at the pinnacle of the BOSS collection, you are sure to find high-quality tailoring throughout the business collection

In 1985 BOSS made its first foray into the golfing world by sponsoring Bernhard Langer, one of the leading golfers in the 80s and 90s and a two-time Masters champion.

Since that point BOSS has become an official sponsor of world-renowned tournaments such as the BMW PGA Championship & the world’s oldest golf tournament, The Open Championship.

Sponsors include such athletes as; European golfer of the world 2016 Henrik Stenson, PGA Championship & Open Winner Martin Kaymer and 17-year-old Korean phenom Byeong-Hun An.

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The look sported by the Golf pros creates a functional, form-fitting silhouette that remains sleek and stylish on and off the course.

The golfing aesthetic from BOSS is perfectly encapsulated by their athleisure collection.

Despite having major sponsorships in Motorsport, Sailing, Golf & Football, BOSS still has a history among other sports such as boxing. First initiated in 2002 the infamous Klitschko brothers, Wladimir & Vitali, donned the BOSS logo emblazoned on their shorts and walkout gowns. The BOSS logo became a symbol of power in the ring as both brothers cemented their legacy in the sweet science. BOSS even sponsored the 4th installment of Rocky binding itself in boxing media history indefinitely.

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As well as this, in mid-2018 British boxing star, Anthony Joshua became the face of HUGO BOSS’s stretch tailoring fit. Being a heavyweight standing over 6’6 and usually around 240 lbs (17.15 stone) Joshua benefits having a tailored fit that stretches to a bigger frame and physique.

The future for BOSS Sponsorships doesn’t seem to be slowing down. Recently HUGO BOSS extended the contract with Tottenham Hotspur until the end of the 2022 football season and even became a strategic partner for Singapore based Mixed Martial Arts promotion, One Championship. Moving forward the opportunities are endless for BOSS to continue to expand itself across the sporting world into new avenues not yet explored by men’s high fashion.

Words by Jack Strong

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