Sunday, 05 September 2010 20:56

Vodafone McLaren Mercedes is pleased to announce a historic extension of its partnership with Hugo Boss. This renewal takes the partnership into its 30th year - which makes it the longest sporting association of its kind on record.

The famous Hugo Boss logo has appeared on the bodywork of all McLaren's Formula 1 cars throughout the past three decades, whilst McLaren drivers and team personnel have worn Hugo Boss clothing throughout that period and continue to do so today.

Martin Whitmarsh (team principal, Vodafone McLaren Mercedes) said:

"We're proud and delighted to be able to announce this extension today, not least because it takes our partnership with Hugo Boss into record-breaking territory. Hugo Boss is a fantastic partner, and has been with McLaren throughout our most successful years - sharing in and contributing to the many world championship triumphs we've achieved with legendary drivers such as Niki Lauda, Alain Prost, Ayrton Senna, Mika Hakkinen and Lewis Hamilton. Today, Hugo Boss's support of Vodafone McLaren Mercedes's efforts to add to that world championship tally with Lewis and also the reigning world champion, Jenson Button, remains as powerful and as valuable as ever.

"Moreover, I believe Hugo Boss and McLaren continue to enjoy a natural 'fit' from a number of other perspectives - commercial and promotional, obviously, but also in terms of the two companies' shared commitment to striving for and attaining excellence in their respective arenas.

"The clothing that Hugo Boss supplies to all Vodafone McLaren Mercedes personnel - whether it's racetrack apparel, smart casual attire or formal wear - is always slick and functional in equal measure. Sharp presentation has always been a McLaren hallmark, and Hugo Boss has always been central to our efforts to lead the Formula 1 field not only on track but off track as well. Today, Vodafone McLaren Mercedes remains totally committed to presentational slickness, and Hugo Boss continues to set the standard via which we're able consistently to deliver on that commitment."

Claus-Dietrich Lahrs (chief executive officer, Hugo Boss) said:

“Hugo Boss has been associated with McLaren for 29 years already, and it gives me great pleasure to confirm the extension of our partnership into a 30th year and beyond: a milestone in sports sponsorship. As a result of our long-term partnership with McLaren, Hugo Boss has been associated with some of the finest drivers in the history of Formula 1. This year we’re working with, and supporting, Jenson Button and Lewis Hamilton, two of the most internationally recognised sportsmen in the world today. Their appeal reaches not only Formula 1 fans but also a far wider lifestyle audience, too.  As a leading global fashion brand, that extra reach is very important to the growth of our business.”