---
title: "Hugo Boss Announces Official Role with Formula E After F1 Exit"
description: "The brand sees Formula E as more innovative than Formula 1."
date: "2017-11-14"
modified: "2017-11-14"
authors:
  - name: "Caleb Jacobs"
    job_title: "Senior Editor"
    link: "https://www.thedrive.com/authors/caleb-jacobs"
url: "https://www.thedrive.com/start-finish/16051/hugo-boss-announces-official-role-with-formula-e-after-f1-exit"
categories:
  - "News"
tags:
  - "Advertising"
  - "Hugo Boss"
  - "motorsport"
---

# Hugo Boss Announces Official Role with Formula E After F1 Exit

![](<https://www.thedrive.com/wp-content/uploads/images-by-url-td/content/2017/11/formula-e-hero-image.jpg>)
*\<em\>www.thedrive.com</em>*

Hugo Boss, longtime McLaren sponsor and current [Mercedes-AMG](<https://www.thedrive.com/news/15992/mercedes-f1-team-robbed-at-gunpoint-outside-brazilian-gp-circuit>) partner, announced last week that it will be [ending its involvement](<https://www.thedrive.com/start-finish/15980/hugo-boss-drops-f1-sponsorship-in-favor-of-formula-e>) with F1 in favor of Formula E. In an interview with the German magazine *Focus,* chief executive Mark Langer explained the brand's move to the electric racing series as it's viewed to be more "innovative and sustainable" than Formula 1. However, he did not reveal Hugo Boss' official role with [Formula E](<https://www.thedrive.com/start-finish/15469/renault-to-drop-formula-e-program-in-favor-of-f1-growth>). As it was revealed on Monday, the German fashion brand will serve as the official apparel partner of the up-and-coming racing league.

As a result, the Hugo Boss logo will appear throughout Formula E events by way of FE officials' clothing, the championship's demo car, and billboards alongside race circuits.

Formula E CEO Alejandro Agag explained his excitement after recruiting the company. In his own words, Agag was "delighted to welcome yet another global brand to the Formula E family, especially a respected and recognizable name in the world of fashion such as Hugo Boss."

![message-editor%2F1510633097558-gettyimages-815800958.jpg](<https://www.thedrive.com/wp-content/uploads/message-editor/1510633097558-gettyimages-815800958.jpg>)
**Getty Images**

Langer claims the move to be a step in a forward-thinking direction that will better represent the Hugo Boss brand. In the report from *Focus,* he explained that Formula E offers “the engines, the races in major cities, that’s something a younger audience likes, which offers new opportunities.”

The decision will become effective at the start of Formula E's fourth season, starting in Hong Kong next month. It will then carry on through the rest of the 2017-2018 season.

## Author
Caleb Jacobs is The Drive’s senior editor. When he’s not searching for stories or poring over copy, he’s usually driving his dump truck or wishing it was running so he could drive it. He was born and raised in the Missouri Ozarks, and he lives there today with his family.

### Author social links  
[LinkedIn](<https://www.linkedin.com/in/caleb-jacobs-319323119>)  
[Instagram](<https://instagram.com/calebjwords>)  
[Twitter](<https://twitter.com/calebjacobs0611>)