Hugo Boss to sponsor Alex Thomson Racing

by IBI Magazine on 2 Sep 2004 Fashion giant Hugo Boss is to be the official sponsor of Alex Thomson Racing (ATR) during the Briton's campaign to win the fifth Vendée Globe Challenge in November.

‘Sailing is now the fastest growing area of international sports sponsorship and our experience with Alex confirms that it is a highly successful marketing investment,’ says Bruno Sälzer, CEO of Hugo Boss. ‘He is exceptionally media-friendly and has the charisma, lateral thinking and individual style in which the Hugo Boss brand prides itself.’

Hugo Boss is already an official sponsor of Formula 1's Team McLaren, the Tennis Davis Cup, as well as various golf, boxing and soccer tournaments. Its decision to back Alex Thomson at this year's round-the-world yacht race will further complement the group's sponsorship portfolio, enabling it to showcase its fashions both on the boat and on shore.

Boss will dress the crew in green, functional outfits for all weather conditions while onboard the yacht, while black has been chosen for smart outfits at celebratory functions.

AT Racing was formed in 2003 by skipper Alex Thomson in an attempt to manage his bid to win the 2004 Vendée Globe. Thomson recently broke the world record for solo monohull sailing when he covered 468.7Nm in 24 hours last year, and is the youngest skipper ever to win a round-the-world yacht race in 1998.

This year's Vendée Globe Challenge will begin in the French port of Les Sables D'Olonne in November.