Mercedes Formula 1 team replaces Hugo Boss with Tommy Hilfiger – F1

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The Mercedes Formula 1 team has secured a major new sponsorship deal with clothing brand Tommy Hilfiger, replacing previous partner Hugo Boss.

Last November Hugo Boss announced it was calling time on its F1 sponsorship programme, having been involved with both McLaren and Mercedes for decades, in favour of a move to Formula E.

It subsequently emerged that Mercedes had chosen not to renew the Boss deal to pursue the Tommy Hilfiger opportunity instead, with Hilfiger eager for a return to F1 after previous involvement with Lotus and Ferrari.

That deal has now been completed, and Tommy Hilfiger will provide Mercedes with its new race and travel wear.

It is understood there is scope for lifestyle deals with Lewis Hamilton as well.

The company’s logos will also appear in the garage and on the car.

Mercedes motorsport boss Toto Wolff said: “It is always exciting to embark on a new partnership, particularly when it touches such a key area of our team’s image; I am positive that it will energise our brand and bring a new spin to how we are perceived from this season.

“We are excited to see how Tommy Hilfiger will dress the team this season and to showcase their exciting plans to the fans of Formula 1.”

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