Hugo Boss to leave McLaren F1 team for Mercedes

Sun Jul 6, 2014 8:04am EDT
Email This Article |
Share This Article
  • Facebook
  • LinkedIn
  • Twitter
| Print This Article | Single Page
[-] Text [+]

By Alan Baldwin

SILVERSTONE England (Reuters) - German fashion brand Hugo Boss is set to end its association with the McLaren Formula One team, one of the longest running partnerships in sport, to link up with championship-leading rivals Mercedes next year.

The McLaren-Hugo Boss partnership dates back to 1981, with Mercedes becoming engine providers to the British-based team in 1995, a deal that is also due to expire at the end of the season.

While not a title sponsor or major source of funding, Boss has been a big part of McLaren's identity through fashion shoots and as a provider of team apparel.

"Hugo Boss has recently decided to co-operate with Mercedes-Benz on a number of international marketing projects unrelated to F1," a McLaren team spokesman said.

"That being the case, it would be inappropriate for Hugo Boss to continue in partnership with an F1 competitor to Mercedes-Benz, however successful that partnership has been in the past and remains now."

Mercedes-Benz announced in April that they would work more closely with Hugo Boss, focusing on "joint international activities in marketing and communication."

Mercedes already has a long-standing involvement in the world of couture, sponsoring fashion weeks in New York and Berlin and shows elsewhere.

German Nico Rosberg and Britain's Lewis Hamilton, formerly at McLaren, drive for Mercedes and are currently leading the world championship.   Continued...

McLaren Formula One driver Jenson Button of Britain races during final practice ahead of the British Grand Prix at the Silverstone Race Circuit, central England, July 5, 2014. REUTERS/Paul Hackett