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McLaren to lose Hugo Boss sponsorship to Mercedes

Jul 6, 2014, 9:15 AM EDT

Jenson Button AP

McLaren’s 33 year partnership with Hugo Boss will come to an end this year as the German brand begins a new deal with Mercedes.

The British team first joined forces with the luxury fashion company in 1981, but according to reports in the paddock at the British Grand Prix, their deal will not extend into 2015 as McLaren’s other long-term deal with Mercedes also ends.

Mercedes has been McLaren’s engine supplier since 1995, and until the entry of its works team in 2010, the German marque’s focus was the British team. Honda will be powering the McLaren cars from next season, rekindling the famous McLaren-Honda partnership from the late 1980s.

The loss of Hugo Boss will leave McLaren with even more ad spaceĀ on its car. Former title sponsor Vodafone (Verizon) ended its deal at the end of last year, and although talks were held with several companies, the team is running without one in 2014.

It is likely that new sponsors will be found, with Unilever reportedly set to leave Lotus to join McLaren, but the loss of such a long-term partner will be disappointing for McLaren.

  1. thefutureofoil - Jul 6, 2014 at 6:19 PM

    Guess old Ron hasn’t been the answer, eh?

  2. techmeister1 - Jul 6, 2014 at 8:08 PM

    Wait a minute Ron is the answer for everything. Well I guess not. Maybe Whitmarsh wasn’t a bumbling idiot as some have made him out to be?

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