HUGO
Racing Bulls F1 Sponsor
How Much Is HUGO's Racing Bulls Deal Worth?
HUGO’s Racing Bulls deal is worth around $4m a year on our figures. No fee has been published, and a clothing partnership is hard to price in cash terms, because HUGO also supplies the team’s kit and there’s no public split between the clothes and any payment.
The title package Visa and Cash App share is valued at $32.5m, roughly eight times as much. HUGO sits just ahead of TUDOR‘s $3m at Racing Bulls, and Tommy Hilfiger’s apparel deal with Cadillac carries a $5m figure.
The $4m deal equals about 2 days of HUGO's $734.4m revenue.
The team's partner directory, which lists HUGO and HUGO Eyewear but shows no fee or expiry.
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Insider · Issue 23
01 · The Last Race
Singapore by Salary
Pos
Driver
Pts
Salary
1
Max Verstappen
Red Bull
25
$70m
2
Charles Leclerc
Ferrari
18
$34m
3
Kimi Antonelli
Mercedes
15
$3.4m
4
Lando Norris
McLaren
12
$30m
5
Oscar Piastri
McLaren
10
$13m
6
Insider+
7
Insider+
Our Take · Insider+
What Each Point Now Costs Red Bull
More Racing Bulls Sponsors
Official Apparel Partner
How the HUGO Racing Bulls Partnership Works
HUGO is the younger of Hugo Boss’s two brands, run alongside BOSS by the German group Daniel Grieder leads as CEO from Metzingen. Its 2025 sales were €644m ($734.4m), about 15% of the group’s €4.27bn ($4.87bn).
As the team’s Official Apparel Partner, HUGO puts its logo on the cars, race suits and teamwear and designs the race and travel clothing, the drivers’ formal wear and fan collections. HUGO Eyewear has a separate listing, which may reflect licensing rather than a second fee. No end date is public.
Hugo Boss 2025 annual report with HUGO brand sales of €644m ($734.4m) and group sales of €4.27bn ($4.87bn).
Hugo Boss management listing that identifies Daniel Grieder as CEO of the parent group.
The team's announcement naming HUGO Official Apparel Partner, with its logo on race suits, teamwear and cars.
Why Did HUGO Choose Racing Bulls?
Hugo Boss wanted its younger label in front of Generation Z, and it said so at the launch. Red Bull’s second team had just relaunched with a new name and livery, and F1 was one of the fastest growing sports on social media, which gave HUGO a place to sell capsule drops and fanwear as well as dress a team.
It also kept the group’s brands apart. BOSS had already signed with Aston Martin in 2022 and dresses that team, so sending HUGO to Racing Bulls lets Hugo Boss run both labels in F1 without them sharing a garage.
Hugo Boss release naming Generation Z as the target and covering the Las Vegas launch on February 8, 2024.
Hugo Boss page on its 50-plus years in racing and the BOSS deal with Aston Martin announced in July 2022.
July 2, 2025 release on the Slawn livery and the numbered HUGO x RB capsule revealed in London.
January 22, 2026 report on the HUGO team kit with Liam Lawson and Arvid Lindblad.
Background on the group's McLaren sponsorship from 1981 to 2014 and the launch of the HUGO label.
HUGO and Hugo Boss F1 History
HUGO only reached F1 in 2024, but Hugo Boss has backed motor racing for more than 50 years, most famously on the McLaren cars.
HUGO Racing Bulls Sponsor Questions
No, HUGO and BOSS are separate F1 sponsors, although Hugo Boss owns both brands. HUGO is Racing Bulls’ Official Apparel Partner, while BOSS dresses Aston Martin under a deal announced in July 2022. The group reports each brand’s sales separately, and HUGO’s 2025 figure was €644m ($734.4m).
Yes, HUGO designs and supplies Racing Bulls’ teamwear as Official Apparel Partner. That covers race wear and travel outfits for the team, formal clothes for the drivers and limited capsule collections for fans, and HUGO’s logo also appears on the race suits and the cars.
F1 Salaries values HUGO’s Racing Bulls deal at around $4m a year, as neither Hugo Boss nor the team has disclosed a fee. HUGO also supplies the team’s clothing, and there’s no public split between that and any cash, so the figure covers the whole package.
HUGO started sponsoring Racing Bulls in February 2024, when the team was racing as Visa Cash App RB. Its F1 debut came at a Visa Cash App event in Las Vegas on February 8, and its logo was on the race suits and cars from the first round that season.
Hugo Boss sponsors two F1 teams through two brands in 2026, with HUGO at Racing Bulls and BOSS at Aston Martin. The group also has a long history in the sport, including a McLaren sponsorship that ran from 1981 to 2014 and ranks among the longest in F1.