BOSS has extended its title sponsorship of the BOSS OPEN tennis tournament in Stuttgart through 2030, reaffirming the fashion company’s long-term commitment to the region and lifestyle branding. The ATP tournament at Weissenhof aims to offer attendees a rich brand experience that goes beyond just tennis.
This year’s event will feature prominent athletes, including BOSS ambassador Taylor Fritz showcasing the latest BOSS Tennis collection, along with renowned players like Alexander Zverev, Ben Shelton, and Félix Auger-Aliassime. Daniel Grieder, CEO of HUGO BOSS, emphasizes that the tournament represents much more than tennis; the goal is to provide visitors with an immersive brand experience.
The on-site activities will include a larger presence of the BOSS brand and new attractions, such as the BOSS XP stand, which highlights a loyalty program, and a special entertainment area featuring a bar, DJ, and photo booth. All ball kids and service staff will be dressed in BOSS apparel, further enhancing brand visibility throughout the event, including a BOSS Pop-up store offering the tennis collection and exclusive merchandise.
A standout feature this year is the culinary experience. The in-house catering team of HUGO BOSS will manage hospitality and VIP areas, supported by renowned partners. A specially designed daily menu in collaboration with chef Johann Lafer will include live show cooking sessions.
The tournament, running from June 7 to June 15, 2025, will attract many high-profile guests, including influencers and sports personalities such as Alica Schmidt and Loris Karius. Additionally, a live recording of the podcast “Becker Petkovic” featuring tennis legends will take place on June 10.
The commitment to the BOSS OPEN until 2030 not only enhances the tournament’s prestige but also illustrates how it successfully merges tennis with fashion and lifestyle, promising an engaging event for all attendees.