Tag Archives: HUGO BOSS

Formula E: Shaky Start to Eurosport UK Coverage of Formula E

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Season Four of the FIA Formula E World Championship got underway this weekend, with rounds 1 & 2 of the action coming from the streets of Hong Kong. The all electric championship continued to thrill fans with ambitious on-track action, and controversies both on and off the track. For Season 4, championship management has stepped up a gear in their creative approach to social media engagement and radical on-screen graphics.

As interest in the championship continues to grow, sponsors and broadcasters are increasingly keen to get in on the action. The latest high profile partner to switch from Formula One to Formula E being Hugo Boss, joining the likes of Allianz and Official Champagne Partner G.H. Mumm in switching categories to refresh their involvement in motorsport and engage with a new audience.

Another partnership announced between Seasons 3 & 4 of Formula E was an enhanced partnership with the Discovery Group, which see’s Eurosport take on increased broadcast rights across a number of European territories. In the case of the UK, Formula E will now be broadcast on Channel 5, BT Sport, & Eurosport.

Through season 3, Channel 5’s Formula E output was criticised for the show anchor and race pundit being removed from the event and the director cutting away from key moments in order to fit a channel schedule. The Channel has addressed this feedback in Season 4, with increased involvement at the races. Unfortunately for the opening rounds of the championship the channel did not have rights to broadcast races live.

Live broadcast rights in the UK for the Hong Kong ePrix weekend fell to Eurosport. Curiously in their approach to Formula E coverage, Eurosport have chosen not to use the Formula E World Feed commentary provided by Jack Nicholls, Dario Franchitti, & Bob Varsha, instead, they are working with in-house commentators for Hong Kong at least Tom Gaymor and Mike Conway.

The commentary duo of Jack Nicholls & Dario Franchitti have, over 3 seasons developed a thoroughly enjoyable and engaging dynamic, they convey a passion for the championship and critically attend the races. By contrast the Eurosport team of Tom Gaymor & Mike Conway felt removed from the action on track. Providing a dispassionate overview of the action.

Commentary missed both simple and critical elements of coverage, making fundamental errors in identifying drivers. Put simply, the joy and enthusiasm of Formula E was missing.

Eurosport’s desire to differentiate itself from other broadcasters is understandable, but Formula E’s core appeal, besides technological, is its fast pace, close racing, and unexpected results. Commentators should act as advocates for the championship. Their enthusiasm should drive fans to find more content. The Eurosport UK Team did not achieve this in Hong Kong. Quite the opposite in fact, with many fans commenting they were left cold by the coverage.

The simplest and most cost effective solution would be for the channel to use World Feed Commentators from the Marrakesh ePrix onwards. Why try and reinvent the wheel?


Formula One: Lewis goes off-brand

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During a Law in Sport seminar held in London, Caroline McGrory, Mercedes director of legal and commercial affairs has commented on the challenges the team face from team partners HUGO BOSS and PUMA when it comes to Lewis Hamilton’s personal fashion choices.

It’s constantly monitored,” Caroline commented. “I always have to send stroppy messages on race weekends telling Lewis to stop wearing his bright yellow Louis Vuitton trainers when he should be wearing his Puma trainers.”

“He is very into his fashion, he is experimenting with his different styles at the moment, constantly going to fashion shows,” McGrory said. “We get a phone call from Hugo Boss saying, ‘Why is Lewis at an Alexander McQueen show?’ He’s doing that in his personal time. Actually he’s allowed to do that.

“But it’s a fine line because then we have to phone Lewis up and say, ‘Actually can you please not tweet so much about all these other fashion designers. Just say something nice about Hugo Boss now and then.'”

Drivers don’t like the fact they receive no additional cash from team sponsorships.

“It also blocks out the category for the driver to be able to go and do their own personal deal,” McGrory added. “So they are often not that happy when we do a team deal when they are not making any money from it.”

It’s not just the drivers who have to be on-message with sponsors. Until last season Blackberry was a Mercedes sponsor, which meant team members couldn’t be seen to be using Apple’s iPhones.

“Even the bosses had their iPhones in their back pocket,” McGrory said. “Publicly they had to have their Blackberrys.”

Follow this link to the original posted on the Big Story

To follow Lewis Hamilton and his trendsetting ways click here

Formula One: For the discerning Formula One fan

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As the final pre-season test for the 2016 Formula One World Championship gets continues in Barcelona, HUGO BOSS have launched the 2016 ‘BOSS for Mercedes-Benz’ collection.

Photographed in Monaco by New York based creative duo Hunter & Gatti, Lewis Hamilton and Nico Rosberg are seen modelling pieces from the new Spring Summer 16 BOSS collection.

The HUGO BOSS – MERCEDES AMG PETRONAS Formula 1 Team partnership was established in 2015. Within the partnership, there is a clear mutual ambition to build on each others premium and luxury reputation. To deliver a unique clothing range to followers of the MERCEDES AMG PETRONAS Formula 1 Team and to Formula One.

The casual range pictured is unmistakably inspired by motorsport, through it’s clean sophisticated cut and use of high quality materials.

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The ‘BOSS for Mercedes-Benz’ range is available now and can be found through this link.

As the 2016 season heads towards Europe later in the year the partnership will see further additions with unique pieces from each of the Mercedes drivers, follow HUGO BOSS here to keep up to date with future developments.

The modern F1 fan takes pride in wearing the team or drivers team kit, but to be honest, speaking from personal experience, the occasions in which your partner will let you go out wearing this gear can be few and far between. The ‘BOSS for Mercedes-Benz’ range offers fans a discreet way of supporting their team, confident that they actually look good!

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To further promote the range HUGO BOSS have released a behind the scenes film from the photo-shoot follow this link to see the film in full.