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SBD Global/July 7, 2014/Marketing and Sponsorship

Fashion Brand Hugo Boss To End Long-Term Partnership With McLaren For Mercedes

German fashion brand Hugo Boss "is set to end its association with the McLaren Formula One team, one of the longest running partnerships in sport, to link up with championship-leading rivals Mercedes next year," according to Alan Baldwin of REUTERS. The partnership dates back to '81. While not a title sponsor or major source of funding, Boss "has been a big part of McLaren's identity through fashion shoots and as a provider of team apparel." A McLaren spokesperson said, "Hugo Boss has recently decided to co-operate with Mercedes-Benz on a number of international marketing projects unrelated to F1. 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." McLaren is "switching to Honda engines from Mercedes next season, with the Japanese company expected to provide a substantial financial commitment" (REUTERS, 7/6).
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