Formula 1
And the winner is…
Since 1981, HUGO BOSS has celebrated numerous victories with the British Formula 1 team McLaren Mercedes.
The team, led by Ron Dennis, is one of the most successful in the history of Formula 1, while the connection with BOSS is the longest-standing partnership in the existence of Formula 1. It was not only when Mika Häkkinen became world champion twice that HUGO BOSS acquired enormous international recognition in sport sponsorship. Ayrton Senna, Niki Lauda and Alain Prost have transported the image of our core brand BOSS around the world in recent decades.
The team, led by Ron Dennis, is one of the most successful in the history of Formula 1, while the connection with BOSS is the longest-standing partnership in the existence of Formula 1. It was not only when Mika Häkkinen became world champion twice that HUGO BOSS acquired enormous international recognition in sport sponsorship. Ayrton Senna, Niki Lauda and Alain Prost have transported the image of our core brand BOSS around the world in recent decades.
