McLaren and Hugo Boss have been in partnership for around 33 years in Formula One. However, a recent report revealed that the luxury fashion brand is about to end its alliance with the eight-time Constructors’ Champion in favor of Mercedes AMG Petronas, which is the dominant team in F1 this year.
According to NBC’s MotorSportsTalk blog, Hugo Boss will no longer extend its partnership with McLaren up to 2015. This coincides with the F1 team’s decision to severe its engine deal with Mercedes in favor of Honda.
While Hugo Boss is only a minor sponsor of McLaren, the loss would surely hurt the team as it has been its a long-time partner. The Hugo Boss logo has been in the race cars of McLaren since 1981. The luxury fashion brand has been the provider of McLaren team apparel and has been responsible in providing the group several fashion shoots over the years.
Based on the statement of McLaren that was issued through its spokesperson, Hugo Boss has decided to jumpship to Mercedes in order to push through its international marketing projects unrelated to Formula One.
The move seems to be a wise choice for Hugo Boss. It would turn out to be very beneficial on the end of Mercedes-Benz too.
It should be noted that Mercedes has been very successful in its fashion brand. So, with a major tie up with Hugo Boss, the fashion brand of the three-pointed star marque will be able to reach new proportions.
On the part of Hugo Boss, being identified with a potential World Champion this season would enable its brand to gain more exposure with the F1 fans worldwide, especially when either Nico Rosberg or Lewis Hamilton claims the trophy this season.