#Retail & Brands

2021-11-18

BOSS becomes the official partner of the Hahnenkamm Races

BOSS is proud to announce that the brand has become the Official Partner of the legendary Hahnenkamm Races in Kitzbühel, Austria. The four-year agreement with the Kitzbüheler Ski Club (K.S.C.) and the marketing agency of the Hahnenkamm Races, WWP Weirather – Wenzel & Partner, will kick off in the beginning of next year, and continue through 2025.

The partnership will start in January 2022 by providing extensive visibility to BOSS through the branding of the banners and ski gates on the slopes, as well as further activations. From 2023 onwards, the collaboration will be further expanded by BOSS becoming the Presenting Partner of the Hahnenkamm Races. With this partnership, the German fashion brand celebrates its return to skiing sponsorships and its support for winter sports after a long break.

?“The Hahnenkamm Races, and especially the Streif, are absolutely unique and a true legend in the global world of winter sports. We are more than excited about our comeback as a partner of the races for the upcoming years, and to rethink the way we create an experience for the visitors with BOSS. Our brand, and also the athletes, stands for innovation, precision, success, passion, and emotion. In that sense, the Hahnenkamm Races and BOSS are ideal partners,” says Daniel Grieder, CEO of HUGO BOSS.

Philipp Radel, CEO WWP adds to this: “We are very happy about the return of BOSS as one of our Official Partners of the Hahnenkamm Races. We are sure that our joint initiatives for the next four years are going to be a great success. We are committed to bringing together, with our partners, constant evolution and innovation in alpine skiing. In this regard the new brand spirit of BOSS is a perfect match.”

The Hahnenkamm Races are considered the most spectacular and impressive event in the international alpine skiing race calendar. The downhill race on the legendary Streif, and the races on the Ganslernhang get over 300 million views every year, just in Europe alone. The KITZ-RACE-Club is the top premium hospitality event for winter sports. In 2022, the ski races will take place January 21 - 23.

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