Hugo Boss is to end its partnership with Formula One in 2018, before moving to all-electric series Formula E, its chief executive Mark Langer has revealed.
The German fashion house has been partnered with the Mercedes Formula One team since 2015, after it terminated its sponsorship of the McLaren team.
Formula E, which had its inaugural championship in Beijing in September 2014, partnered with manufacturing company The Veissmann Group and non-profit organisation The Climate Group in September. In October, Nissan became the first Japanese manufacturer to join the series for the 2018/19 season.
Langer told German magazine Focus: “Of course Formula One is the top class of motor racing, but Formula E is more innovative and sustainable. The engines, the races in major cities, that’s something a younger audience likes, which offers new opportunities.
“After many years in Formula One, really since [German racing driver] Jochen Mass in the 70s, we have been thinking what is the next thing?”