Hugo Boss to pull F1 sponsorship in favour of Formula E

40

Fashion brand Hugo Boss, a long lasting F1 sponsor, will put an end to its association with Grand Prix racing in favour of an involvement in Formula E.

The German company has enjoyed a multi-decade presence in F1, notably with McLaren during the Woking-based outfit's most successful era in the nineties.

But Formula E's growing visibility, as well as Mercedes' engagement in the burgeoning all-electric series alongside other high profile manufacturers such as Audi and Porsche has made a switch compelling.

Formula E is no short term 'fad', insists Porsche

"Of course Formula 1 is the top class of motor racing, but Formula E is more innovative and sustainable," said Boss chied executive Mark Langer.

"The engines, the races in major cities, that’s something a younger audience likes, which offers new opportunities."

Langer insisted that the decision to move to Formula E was not dictated by costs alone.

"After many years in Formula 1, ever since Jochen Mass in the 1970’s, we have been thinking what is the next thing?"

Gallery: The beautiful wives and girlfriends of F1 drivers

Keep up to date with all the F1 news via Facebook and Twitter

Phillip van Osten

Motor racing was a backdrop from the outset in Phillip van Osten's life. Born in Southern California, Phillip grew up with the sights and sounds of fast cars thanks to his father, Dick van Osten, an editor and writer for Auto Speed and Sport and Motor Trend. Phillip's passion for racing grew even more when his family moved to Europe and he became acquainted with the extraordinary world of Grand Prix racing. He was an early contributor to the monthly French F1i Magazine, often providing a historic or business perspective on Formula 1's affairs. In 2012, he co-authored along with fellow journalist Pierre Van Vliet the English-language adaptation of a limited edition book devoted to the great Belgian driver Jacky Ickx. He also authored "The American Legacy in Formula 1", a book which recounts the trials and tribulations of American drivers in Grand Prix racing. Phillip is also a commentator for Belgian broadcaster Be.TV for the US Indycar series.