Tennis Australia has signed a multi-year agreement with BOSS, appointing the fashion label as the Official Lifestyle Outfitter of the Australian Open from 2027.
The partnership will see BOSS take responsibility for outfitting approximately 4,000 tournament personnel, including umpires, line officials, ballkids and staff. The agreement also includes the design and supply of apparel across on-court and off-court roles, creating a unified visual identity throughout Melbourne Park.
The move signals a strategic alignment between sport and premium fashion, with both parties aiming to elevate the presentation and global positioning of the tournament. Tennis Australia views the deal as part of a broader effort to enhance fan engagement and modernise the event’s image.
Beyond uniforms, BOSS will gain prominent branding visibility, including on-court signage at Rod Laver Arena, while also developing co-branded merchandise and limited-edition collections tied to the event.
The activation strategy includes retail installations and fan engagement zones within the precinct, alongside curated hospitality experiences designed to align with BOSS’s premium positioning.
For BOSS, the partnership strengthens its presence in tennis and supports its broader strategy of operating at the intersection of sport, lifestyle and global brand engagement.