Visa Cash App RB sew up Hugo partnership

Hugo Boss brand to design clothing for drivers and wider F1 team.
The Visa Cash App RB Formula One team has announced a new partnership with Hugo, which begins with the upcoming 2024 season.
Hugo Boss

The Visa Cash App RB Formula One team have announced a new partnership with Hugo ahead of the 2024 season.


  • Hugo named as team’s official apparel partner
  • Fashion brand’s logo to feature on race suits, teamwear, car livery and drivers’ race suits
  • Hugo to design and develop formal apparel for drivers Daniel Ricciardo and Yuki Tsunoda, as well as high-performance race and travel wear for wider team
  • ‘Fashion-forward’ performance wear and stylish fanwear also being designed


German fashion brand Hugo Boss severed ties with Formula E last year in order to focus on sponsorship opportunities in Formula One and was linked with a deal with Visa Cash App RB before the team rebranded from AlphaTauri.

Hugo is the younger of the two Hugo Boss brands, with Boss having a partnership with the Aston Martin Formula One team.


“Hugo is a brand that is synonymous with style and one that is able to elevate even the most humble to the lofty heights of sartorial elegance,” said Peter Bayer, chief executive of Visa Cash App RB Formula One Team.

“We are pumped about the first collection that is set to drop and look forward to a long and creative partnership that will move the bar on the F1 aesthetic. This sport is all about speed and margins but expression and style are also critical and go hand in hand with success. Together with Hugo, we look forward to disrupting the fashion form of F1 and redefining the boundaries of what that means both at and away from track.”

Coming next:

The 2024 Formula One season begins with the Bahrain Grand Prix from 29th February to 2nd March.

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