Four more years for Hugo Boss

Welcome news for British solo sailing as German fashion house extend their sponsorship of Alex Thomson

In the Mumm champagne bar overlooking the Transat Jacques Vabre fleet assembled in Le Havre, Hugo Boss today announced the continued title sponsorship of Alex Thomson. The German fashion house has been actively involved in sailing since 2003, when it first sponsored Alex Thomson in the Rolex Fastnet Race. This ongoing commitment from Hugo Boss will see Alex compete within the IMOCA circuit in the lead up to the 2012 Vendée Globe.

“I am delighted Hugo Boss are retaining title sponsorship of the project, it has been a great partnership and I know there is still so much we can do," said Thompson. "I will announce a full programme of events for the team soon. A brand like Hugo Boss brings a new level of glamour to the sport, it is exciting to work with such an innovative and distinctive company. I am proud to have a reliable and successful partner on board especially in tough times like these where sponsorship of such a scale is difficult to find. I would like to thank Hugo Boss for their continued support and I am looking forward to exciting years ahead.”

The current seven-year partnership has exceeded expectations in terms of media return for Hugo Boss, and it is comparable with other long term sponsorships deals such as Formula 1. The IMOCA class has established itself as the world’s most successful offshore racing class. It includes over 30 of the world’s best sailors from seven countries, and an international racing calendar covering Europe, North and South America, Africa and Australia, providing an excellent global platform for sponsors.

Till Pohlmann Head of Sports Sponsorship for Hugo Boss commented: “We are delighted to retain our title sponsorship of Alex and his team. Hugo Boss has seen the IMOCA class deliver substantial media interest, which makes it very appealing to us. We will continue to develop close relationships between our markets and the sponsorship and to explore the programme further. We are lucky to work globally with an ambassador like Alex.”

Hugo Boss will focus on creative cross promotion ideas, which have in the past seen a huge return from events such as The Monaco Grand Prix, The British Open Golf Championship (Turnberry), and International store openings. Hugo Boss will also continue to coordinate joint events that have in the past involved Hugo Boss sponsored athletes such as Formula 1 World Champion Lewis Hamilton and international golfer Oliver Wilson joining Alex onboard his Open 60.

To mark this event Hugo Boss skipper Alex Thomson officially signed his entry into the Barcelona World Race, with CEO of the Race, Andor Serra, on hand to witness the signature. Thomson is the second official entry after 2007 race winner Jean-Pierre Dick confirmed his entry in July, Thomson will be aiming to go one better than his second placed finish in the last edition of the race.

Thomson has also announced his entry into the 2012 Vendée Globe, the second IMOCA skipper to announce his participation in the race after Marc Guillemot.