Long-time McLaren premium sponsor Hugo Boss is quit after 33 year association and to join Mercedes GP for next season.
“The McLaren-Hugo Boss association has been an outstandingly successful F1 partnership for more than 30 years. However, Hugo Boss has recently decided to co-operate with Mercedes-Benz on a number of international marketing projects unrelated to F1. A team spokesperson told Formula 1 columnist Adam Cooper.
“That being the case, it would be inappropriate for Hugo Boss to continue in partnership with an F1 competitor to Mercedes-Benz, however successful that partnership has been in the past and remains now.”
Vodafone, McLaren’s title sponsor, ended its seven-year association, and to this day the car remains unthinkably bare. They lost Lewis Hamilton, the star driver they had nurtured since his youth, to Mercedes. Paddy Lowe, the brains behind the speed, who had been with the team for 20 years, soon followed.
Honda supplying engines from next year, there is hope of brighter times on the horizon, as McLaren try to rekindle their dominant years with the Japanese manufacturer in the late 1980s. And also they are expecting a strong title sponsor, with Honda deal.
Last April the Mercedes-Benz confirmed that, Hugo Boss will work together even more closely in future. The focus for cooperation is on joint international activities in marketing and communication. For both brands this creates synergies when addressing their shared target groups in the premium and luxury segment. The first joint projects have already been successfully completed, with others to follow in the course of the year.