$4.5 billion worth fashion giant Hugo Boss confirms they will ditch Formula E to focus on F1 in 2024 following rumored AlphaTauri deal

Hugo Boss is rumoured to be partnering with an F1 team as their title sponsor for 2024.

Aston Martin and AlphaTauri (Via IMAGO)

Renowned fashion brand Hugo Boss is shifting gears, leaving behind its Formula E journey to embrace the electrifying world of Formula 1. As the engines quiet down in the electric championship, Hugo Boss is revving up its presence at the pinnacle of motorsport. The decision comes after a six-year partnership with Formula E, where the brand adorned the ‘Boss Emotion Club,’ an elite hub for Formula E’s VIPs.

In 2017, Hugo Boss entered Formula E, trading its Formula 1 ties for the innovative and sustainable allure of electric racing. “Formula 1 is the premier class, but Formula E is more innovative and sustainable,” said then-CEO Mark Langer speaking to Motorsport-Magazin.com. Now, with the winds of change under new CEO Daniel Grieder, Formula 1 is once again in the spotlight for Hugo Boss.

Grieder’s declaration resonates loud and clear. “HUGO BOSS is realigning its existing involvement in sport and we will only concentrate on Formula 1 in the future.” The brand’s statement echoes its fresh commitment to the high-octane drama of Formula 1. This renewed vigor was first evident when Hugo Boss joined forces with the Aston Martin Formula 1 team in 2022, a move signaling the brand’s profound interest in the sport’s dynamic narrative.

FS Video

Speaking about the brand’s future in F1, Grieder said, “Formula 1 is back, and it is better than ever.” He acknowledged the growth of the sport saying, “They have also committed themselves to a more sustainable world and racing. The sport is even more relevant than ever and the whole world is watching”

Discover: Helmut Marko blames the tensions between Red Bull and AlphaTauri for the massive restructuring of the Italian team

Yuki Tsunoda's AlphaTauri — Yuki Tsunoda’s AlphaTauri (Credits: F1.com)

The Hugo Boss-Formula E partnership might be in the rearview mirror, but the road ahead promises exhilarating speed and adrenaline-fueled moments with Scuderia AlphaTauri. Reports suggest that Hugo Boss is set to become the title sponsor for AlphaTauri starting in 2024, a deal that holds the promise of a lasting collaboration. However, the brand has refused to agree with the Italian outfit.

The impending departure of AlphaTauri’s current principal, Franz Tost, and the welcoming of Ferrari’s Laurent Mekeis, the team’s strategy for the 2024 season involves running Red Bull’s 2023 challenger, a tactical maneuver to secure a leading position on the grid. This strategic shift aligns seamlessly with Hugo Boss’s vision – a prominent visual presence ahead of the racing pack.

⚠️ | According to Hugo Boss’s CEO Daniel Grieder, their partnership in Formula E ends after 2023 season and only focus on F1 in the future

“Formula 1 is back, and it is better than ever. They have also committed themselves to a more sustainable world and racing. The sport is… pic.twitter.com/3dENuIfDUP
— RBR News ???? (@redbulletin) August 30, 2023

Hugo Boss’s journey from Formula E to Formula 1 is a testament to the brand’s pursuit of speed, innovation, and the thrill of competition. As the fashion giant swaps paddocks, one thing is certain: the roar of the engines and the pursuit of victory will continue to echo through its stylish endeavors on and off the track.