Boss partners with new Matterhorn Cervino Speed Opening race

By

Sandra Halliday

Published
Oct 12, 2022

Hugo Boss’s reinvented Boss brand has been named as the official partner of the new Matterhorn Cervino Speed Opening race taking place between Zermatt, Switzerland, and Cervinia, Italy, at the end of this month and start of November.  

It’s the first downhill ski race to take place on the famous glacier, “marking an innovative winter-sports challenge that reflects the bold, pioneering spirit of the brand”.

This is just the kind of event that should resonate with the youthful and affluent consumers that the brand is aiming at.

And the company said the sponsorship will provide Boss with “significant visibility via branding on bibs, flags, as well as across the start hut and the racetrack itself”. 

Almost two-thirds of the run will be visible from the finish line area, which will feature a Boss-branded arch at the border crossing. 

There will also be “branding throughout the panoramic terrace within the elevated VIP hospitality area that features a bar and a photocall spot leading up to the entrance, throughout which the Boss logo will be on prominent display”. 

The company is pulling out all the stops in its marketing effort with “exclusive guests” set to receive “a one-of-a-kind welcome package containing specially developed Boss products and accessories”. And there’ll be a “logo-emblazoned helicopter, a hot-air balloon, and a paraglider that will circulate around the peak over the course of the event”.