Details of FE/Hugo Boss tie-up revealed

Details of FE/Hugo Boss tie-up revealed
By AutoSport

13/11/2017 at 14:20

Formula E has announced details of the Hugo Boss sponsorship deal that prompted the fashion brand to end its long Formula 1 presence in favour of FE.

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Hugo Boss currently sponsors Mercedes in F1, having been associated with McLaren for over 30 years before switching teams in 2015.

But in an interview with German magazine Focus last weekend, Hugo Boss chief executive Mark Langer revealed that his firm now felt FE was "more innovative and sustainable" so would be leaving F1.

Rather than sponsoring an FE team, Hugo Boss is becoming the series' 'official apparel partner'.

Its logos will appear on FE officials' clothing, the championship's demo car and trackside advertising.

FE CEO Alejandro Agag said he was "delighted to welcome yet another global brand to the Formula E family, especially a respected and recognisable name in the world of fashion such as Hugo Boss".

The new deal takes effect from the start of FE's 2017/18 in Hong Kong next month.