Manchester City and Hugo Boss: Class, Excellence and Style

Posted on Updated on

Hi everyone,
Football clubs are more and more looking into linking their brand to fashion. AC Milan partnered last year with Dolce Gabbana and now Manchester City Football Club inked a new partnership with Hugo Boss.

Manchester City tap into global fashion by partnering with Hugo Boss, and consequently becomes the club’s exlcusive fashion and clothing partner of the first team.

Hugo Boss will design the player’s club suits, worn during official Manchester City engagements and cup finals. Hugo Boss will also work closely with the club and players on a range of photo-shoots, video content and money can’t buy experiences. 

Tom Glick, chief commercial and operations officer for Manchester City Football Club, said: “We are delighted to welcome Hugo Boss to our family of partners at what is a very exciting time in the Club’s history. Hugo Boss is not only one of most respected brands in the world, but their reputation for innovation and creativity within the fashion industry, is unparalleled.”

“The opportunity to collaborate on a range of activities beyond simply the design of the player’s suits makes this a particularly compelling partnership.”

Bernd Hake, Hugo Boss UK MD, added: “We are delighted and honoured to be in partnership with Manchester City Football Club. Hugo Boss has long been synonymous with sport and Manchester City shares our values of excellence, style and a passion for performance and perfection. Their players are style icons both on and off the pitch.”

Let’s face it. Doesn’t it look way better seeing players getting off the bus in suits and tie rather than in sweatshirts and training shorts? I actually do. It sends an image of class, excellence and style. Clubs like Manchester City, AC Milan do believe it too.

Karl Lusbec


7 thoughts on “Manchester City and Hugo Boss: Class, Excellence and Style

    Stephen Dyson (@SDXcreative) said:
    October 8, 2012 at 11:13 am

    Totally agree with the last paragraph, looks miles more professional. That is one thing that baffles me about US sports, NFL in particular, the players turn up wearing what they want and it looks so unprofessional.


    Karl Lusbec responded:
    October 8, 2012 at 11:18 am

    Hi Stephen,
    Absolutely. With TV being everywhere the last few years, there are more and more “behind the scenes” footages, especially the ones where players get off the bus or planes. Their first move is to go to the locker rooms then on the pitch to check it out.
    It does look much more elegant to see players with suits than with shorts or training trousers, and it’s a win win situation for fashion companies and clubs. I believe it’s a trend that will extend to more professional football clubs.


    Manchester City and Nike: The Sky is the Limit | said:
    July 25, 2013 at 3:47 pm

    […] October 2012, a strategic partnership was signed between Manchester City and Hugo Boss. […]


    […] to their fan base. Partnering with non football related icons is a very interesting route. City inked a partnership with Hugo Boss which opens up the fashion, class and elegant component of their marketing positioning. […]


    Real Madrid Enters High Fashion with Versace Deal | said:
    November 9, 2013 at 2:28 pm

    […] Dolce & Gabbana, positioning the AC Milan brand as a fashionable and high class brand. In 2012, Manchester City inked a deal with Hugo Boss and now the Merengues are partnering with Versace […]


    Arsenal Suits Tailored by Lanvin | said:
    November 21, 2013 at 2:09 pm

    […] Real Madrid recently signed a sponsorship deal with Versace. Last year, Hugo Boss was appointed as Manchester Ciry official players’ suits designer, while Dolce & Gabbana became AC Milan’s official tailor.  Now Arsenal suits will be […]


    Giorgio Armani Outfits Bayern Munich | said:
    June 3, 2014 at 10:16 am

    […] partnership. AC Milan with Dolce & Gabbana, Real Madrid with Versace, Arsenal with Lanvin and Manchester City with Hugo Boss are so many examples of global football clubs expanding their brands by meaningful partnerships […]


Comments are closed.