Australian Open teams up with BOSS

The Australian Open has announced a global partnership with global fashion brand BOSS, which serves as the Official Lifestyle Outfitter of the Happy Slam starting with its 2027 edition.

The partnership will see BOSS provide its modern sportswear range for on- and off-court attire at the Grand Slam, while also bringing its hospitality to Melbourne Park.

BOSS will design and supply apparel to up to 4,000 Australian Open staff, officials, umpires, and ball kids, while also enjoying branding rights across the venue, including at the Rod Laver Arena.

Additionally, BOSS will also work on off-court collections, pop-up retail, immersive fan activations, and elevated hospitality experiences.

Craig Tiley, CEO, Tennis Australia, commented:

“The Australian Open has always been about more than just great tennis – it’s about atmosphere, innovation, and setting the benchmark for major sporting events worldwide. BOSS is a global brand with impeccable credentials in sport and style, and together we will enhance how our tournament looks, feels, and connects with fans from around the world.” 

Daniel Grieder, CEO of HUGO BOSS, added:

“We are absolutely excited to partner with the Australian Open, which is one of the most dynamic and globally followed sporting events worldwide. This collaboration is a natural fit for us, as it brings together two brands that share the same commitment to excellence, innovation, and creating extraordinary experiences. Tennis is part of BOSS’s DNA. The partnership therefore marks an important step in our strategy to further drive the brand’s positioning at the intersection of sport, lifestyle, and global fan engagement.”