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Hugo Boss leaving F1 for Formula E

  • Published on 11 Nov 2017 13:14
  • comments 4
  • By: Fergal Walsh

Fashion brand and long-time F1 sponsor Hugo Boss is leaving the category. The German newsmagazine Focus reports that the German company, having sponsored McLaren and most recently Mercedes for decades, is switching instead to Formula E.

"Of course F1 is the pinnacle of racing," said new CEO Mark Langer, "but Formula E is innovative and sustainable. "Racing in the big cities appeals to a younger audience and opens up new possibilities."

Langer denied that leaving F1 is simply a cost-cutting decision: "After many years in formula one - actually since Jochen Mass in the 70s - we've been wondering what's the next thing? What's next for us?" he admitted.
 

Replies (4)

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  • The only ones crying is Mercedes' wallet. That aside, Hugo Boss leaving F1 is about as significant as Nigel Farage's stamp collection.

    • + 1
    • Nov 11 2017 - 14:30
  • As long as they are summarily replaced... no problem. That being said, I've been very impressed with the portfolio of sponsorship in Formula E.

    • + 0
    • Nov 12 2017 - 04:00
    • But will it last? They havent really improved their viewer amounts, from what I've seen, and sponsors follow the viewers.

      • + 0
      • Nov 12 2017 - 10:19
  • f1dave

    Posts: 782

    "what's the next thing?" Precisely!

    • + 0
    • Nov 12 2017 - 04:11

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