Please select your home edition
upffront 2018 GFM 728x90
Product Feature
Harken 25mm Wire Shackle Block - 300
Harken 25mm Wire Shackle Block - 300
Boat Insurance from Noble Marine

Full racing risks
New for old cover

HUGO BOSS and Alex Thomson Racing shortlisted in BT Sport Industry Award

by Alex Thomson Racing 1 Mar 2017 14:24 GMT 1 March 2017
- HUGO BOSS and Alex Thomson Racing shortlisted for BT Sport Industry Award © Cleo Barnham

The partnership between HUGO BOSS and Alex Thomson Racing has been shortlisted in the 2017 BT Sport Industry Awards for 'Team or Individual Sponsorship of the Year'.

The awards, which take place annually, recognise the 'best of the best' sporting activations, agencies, campaigns, events, sponsorships and more.

2016 was a standout year for the HUGO BOSS and Alex Thomson Racing partnership, one which included the release of The Skywalk – the third instalment in a trilogy of stunts executed by British sailor Thomson, which was viewed by millions of people worldwide – as well as the start of the skipper's quest in the non-stop, solo, round the world Vendée Globe race.

The partnership, which was forged more than 12 years ago, is one of the most coveted in the world of sailing. In recent years, together, HUGO BOSS and Alex Thomson have developed a reputation for pushing boundaries, inspiring consumers, and making the seemingly impossible, possible.

Alex Thomson Racing CEO, Stewart Hosford said: 'It's an honour to be nominated once again for another BTSIA. We are up against some of the toughest competition in sport and I hope our efforts to promote our title sponsor HUGO BOSS last year will lead to us being as successful as we were in 2015 with our mastwalk campaign.'

Marco Aukofer, Global Sports Sponsorship Manager at HUGO BOSS, said: "Our sponsorship activation within sailing has been exceptional in 2016 and our most successful sponsorship year to date. We have reached new audiences through striking campaigns and have communicated our brand in the best possible light to the potential new BOSS customer. We are therefore delighted that the work we have delivered has been recognised in this way."

The awards will take place on Thursday, April 27th and will see more than 1,750 major players from the world of sport, business and entertainment come together to celebrate the standout work from across the sporting world.

In 2015, HUGO BOSS and Alex Thomson Racing were awarded 'Best Use of PR' at the BT Sport Industry Awards for 'The Mastwalk' campaign. It is hoped that, on April 27th, they can add a second award to that list.

Related Articles

Transat Jacques Vabre: Hugo Boss arrives safely
Alex Thomson and Neal McDonald forced to retire The incident, which occurred on the morning of Sunday 3rd November - when Thomson and McDonald were just over a third of the way into the race - left the pair with no choice but to detach their 4.5m long keel from the yacht. Posted on 8 Nov
Transat Jacques Vabre: Hugo Boss update
Alex and Neal are safe and making good progress "Alex and Neal are safe and making good progress onboard HUGO BOSS. They are now around 300 miles away from the Cape Verde Islands, sailing with caution at around 10 knots." Posted on 6 Nov
Transat Jacques Vabre: Alex Thomson Racing update
Sailing to the Cape Verde Islands without a keel, around 800nm away “Together with Alex and Neal, our technical team has today been evaluating a number of different options. The decision has been made that the safest course of action is for the skippers to sail to the Cape Verde Islands, around 800nm away. Posted on 5 Nov
HUGO BOSS detaches keel
Ballast tanks filled and foils fully extended for stability Last night Alex and Neal were both able to get some rest onboard HUGO BOSS. In the early hours of this morning the skippers resumed their attempts to stabilise the keel. Posted on 4 Nov
Hugo Boss retires from Transat Jacques Vabre
Skippers are continuing to work to stabilise the boat in order to sail safely Britain's Alex Thomson and his co-skipper Neal McDonald have been forced to retire from the Transat Jacques Vabre Normandie Le Havre, the team's debut race onboard the new HUGO BOSS boat. Posted on 4 Nov
Transat Jacques Vabre Day 3 HUGO BOSS update
Alex Thomson records this video from onboard they yacht Hi everybody. Well I finally get a chance to make a video. It's been pretty tiring out here for the first days, lots of little niggles and stuff. Not quite right. But still, very happy with how we're doing. Posted on 30 Oct
Transat Jacques Vabre Day 3: Hugo Boss update
Alex and Neal are now committed to the western route Alex and Neal are now committed to the western route onboard HUGO BOSS. Over the coming days, it will appear on the race tracker that the boats which took the southerly course are further ahead, ticking more miles off towards the finish line. Posted on 29 Oct
Thomson's debut onboard new Hugo Boss in TJV
Thomson and his co-skipper - fellow Briton Neal McDonald - departed from Le Havre British sailor Alex Thomson today began the Transat Jacques Vabre Normandie Le Havre, his debut race onboard the new HUGO BOSS racing yacht. Posted on 27 Oct
The new Hugo Boss boat hits the water
As Alex Thomson Racing bids for Vendée Globe glory British sailing team Alex Thomson Racing is announcing the completion of the new racing yacht, which it hopes will lead the team to victory in the 2020-21 Vendée Globe round-the-world race. Posted on 5 Aug
Introducing the new HUGO BOSS boat
Built with one goal in mind - to win the Vendée Globe in 2020-21 Designed by Alex Thomson Racing and naval architects VPLP, and built by world-renowned boat builder Jason Carrington, the new HUGO BOSS boat is the first of its kind in the world. Posted on 4 Aug