Fernando Alonso named Boss ambassador

German brand already sponsors Spaniard’s Formula One team, Aston Martin.

Aston Martin Formula One driver Fernando Alonso has been unveiled as an ambassador for German brand Boss.


  • Boss will dress Alonso at official events off the racetrack, including all major red-carpet moments and interviews
  • Alonso will support Boss in a spate of ongoing promotional activities, brand events and social media campaigns

Context: This move comes after Boss began sponsoring the Spaniard’s team, Aston Martin. Boss supply formal apparel for the Formula One team’s drivers, as well as a range of race and travelwear for the entire team.

Comment: Alonso said: “I’ve long been a fan of Boss and I’m thrilled to take on this new role as an ambassador within the larger scope of their sponsorship of the Aston Martin F1 Team. I look forward to working closely with the brand and representing what it means to be a true Boss – both on and off the racetrack.”

Consequence: The ‘long-term partnership’ further cements the German brand’s interests in Formula One. While the length of the deal is unconfirmed, it will likely be tied into the wider sponsorship deal with Aston Martin.

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