Hugo Boss to sever Formula E ties for F1 focus

Brand has sponsored all-electric series’ hospitality offering since 2019.
  • Boss ‘will only concentrate on F1 in the future’
  • Fashion brand set to be title sponsor of AlphaTauri

German fashion brand Hugo Boss is set to sever ties with Formula E in order to focus on sponsorship opportunities in Formula One.

As previously reported, the German fashion brand is on the verge of agreeing a title sponsorship deal with AlphaTauri.

In a statement, Hugo Boss told 'We can confirm that our contract as a partner of Formula E expires at the end of this season. It was a great partnership for us and we have thrilled a large number of fans around the world together with Porsche over the years.'

Hugo Boss has been partnered with Formula E for six years and has sponsored the all-electric series’ hospitality offering since 2019. The fashion brand has also sponsored the Porsche Formula E team since the 2019 season, another deal that looks to be coming to an end.

The transition away from Formula E began with the appointment of Daniel Grieder as chief executive in 2021; the American was in charge of Tommy Hilfiger when it partnered with the Mercedes Formula One team.

One of Grieder’s first moves as the new Hugo Boss chief executive was to agree a multi-year apparel deal with Aston Martin, a deal that will continue regardless of any agreement with AlphaTauri.

Boss told 'Hugo Boss is realigning its existing involvement in sport and we will only concentrate on Formula One in the future.'

The branding of any future partnership with AlphaTauri is yet to be finalised, but current rumours point to AlphaTauri running under the name ‘Hugo Boss Bulls Racing’ in 2024.


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