30 April 2024
Hugo Boss leaving F1 for Formula E
"Racing in the big cities appeals to a younger audience"
Fashion brand and long-time F1 sponsor Hugo Boss is leaving the category.
The German newsmagazine Focus reports that the German company, having sponsored McLaren and most recently Mercedes for decades, is switching instead to Formula E.
"Of course F1 is the pinnacle of racing," said new CEO Mark Langer, "but Formula E is innovative and sustainable.
"Racing in the big cities appeals to a younger audience and opens up new possibilities."
Langer denied that leaving F1 is simply a cost-cutting decision.
"After many years in formula one - actually since Jochen Mass in the 70s - we’ve been wondering what’s the next thing? What’s next for us?" he admitted.
Search
Formula 1 news
30 April 2024
Audi F1 seat unlikely for Mick Schumacher, uncle admits
30 April 2024
Jos Verstappen: I think everyone wants Max
29 April 2024
Trump shelves plans to attend Miami GP
29 April 2024