Australian Open signs new deal with BOSS

The Australian Open has announced a global partnership with fashion brand BOSS, who will join as the Official Lifestyle Outfitter of the Australian Open starting from 2027. The partnership will see BOSS dress the Australian Open on and off the court through their modern sports and will also bring their hospitality to the Melbourne Park. BOSS will be designing and supplying apparel to up to 4000 Australian Open staff, officials, umpires, and ballkids and will also have branding across the venue including at the Rod Laver Arena. BOSS will also have 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.”