As Chase Carey talks of attracting new sponsors to F1, long-term sponsor Hugo Boss has dumped F1 for Formula E.

The German fashion brand, which began life supplying uniforms for the Nazi Party, was a long-term sponsor of the McLaren F1 team before switching to Mercedes in 2015.

"Of course Formula One is the top class of motor racing," Chief Executive Mark Langer told German magazine Focus, "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," he added.

Insisting that cost played no part in the decision, he added: "After many years in Formula One, really since Jochen Mass in the Seventies, we have been thinking what is the next thing?

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READERS COMMENTS

1. Posted by @R1Racing71, 10/11/2017 18:27

"@JoopdeBruin oh be nice. I'm going to pick up a couple of HB shirts from Bicester SV next week to go with my the suit."

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2. Posted by ClarkwasGod, 10/11/2017 15:34

"F1 has Tommy Hilfiger.

Max - "Hold on Tight (to Your Dreams)""

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3. Posted by Max Noble, 10/11/2017 13:30

"ELO gave us Out of the Blue and then did Xanadu.

Sins of the past blighting the future...

Pinks make excellent off the peg shirts and no one needs to shoot anyone to get one.

"

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4. Posted by Joop deBruin, 10/11/2017 13:11

"Hugo Boss, out of touch for decades. This just demonstrates more of the same."

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5. Posted by Editor, 10/11/2017 13:02

"@R1Racing71

Funny enough, I used to have a couple of Hugo Boss sweatshirts... and very wll made they were too."

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6. Posted by @R1Racing71, 10/11/2017 12:57

"Here we go, not the first and won't be the last.

By the way, most of us are well aware that many notable business have in their history supported and supplied the less desirable regimes throughout their history - I presume the author of this article does not appreciate HB's fashion sense?
(typed on an IBM Laptop)"

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Hugo Boss drops F1 for Formula E

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