German Fashion Brand BOSS to Serve as Official Lifestyle Apparel Sponsor of the Australian Open from 2027
The Australian Open has announced that German luxury brand BOSS will become the tournament's official lifestyle apparel sponsor from 2027.
Starting from the 2027 season, BOSS will design and provide apparel for up to 4,000 Australian Open staff, officials, umpires, and ball kids, creating a unified modern look across the entire tournament area. The BOSS brand logo will also be prominently displayed throughout the venue, including inside Rod Laver Arena.
The previous official lifestyle apparel sponsor of the Australian Open was American luxury brand Ralph Lauren, which had a six-year partnership from 2021 to 2026.
Craig Tiley, CEO of Tennis Australia, said: "The Australian Open is about so much more than just great tennis – it’s about atmosphere, innovation, and setting the benchmark for major global sporting events. BOSS is a global brand with an outstanding reputation in both sport and fashion, and together we will elevate the visual appeal, enhance the atmosphere, and strengthen the connection of the Australian Open with fans around the world."
Daniel Grieder, CEO of HUGO BOSS Group, said: "Tennis has long been part of the BOSS brand DNA. Therefore, this partnership marks an important step in our strategy to further elevate the brand’s positioning in sports, lifestyle, and global fan engagement. This collaboration is a natural fit for us, as it perfectly brings together two brands that share the same values of excellence, innovation, and creating extraordinary experiences."
This partnership builds on BOSS's long-standing and close ties with tennis, including collaborations with top players and major tournaments, as well as its growing influence at the intersection of sports, fashion, and culture.
| Source: Official press release
| Image: Official press release
