The sponsorship starts with immediate effect and kicks off with the forthcoming VendC)e Globe Challenge - the only single-handed, non-stop, round-the-world yacht race.
“This is fantastic news,” says Alex. “We already have a highly successful relationship with HUGO BOSS as partner sponsor and this new agreement provides the perfect springboard for our bid to win one of the ultimate challenges in world yachting.”
Dr Bruno SC$lzer, CEO of HUGO BOSS AG said: “Sailing is now the fastest growing area of international sports sponsorship and our experience with Alex confirms that it is a highly successful marketing investment. He is exceptionally media-friendly and has the charisma, lateral thinking and individual style in which the HUGO BOSS brand prides itself.”
Sailing complements the sponsorship portfolio of HUGO BOSS, that already includes Formula 1 (Team McLaren Mercedes), tennis (Davis Cup), golf, boxing (the two Klitschko brothers) and soccer.
Though the sponsorship deal (for an undisclosed sum), starts with the VendC)e Globe, arguably the most challenging yacht race in the world, the campaign of European events AT Racing has put together for HUGO BOSS is “beyond compare”, believes Alex.
The ambitious programme includes a full spectrum of racing and hospitality events, ranging from the Fastnet Race and Transat Jacques Vabre to Kiel Week. The yacht will also be in port for the Cannes Film Festival and Monaco Grand Prix.
