BOSS has been named as a major new sponsor of the Australian Open tennis grand slam from 2027. Under the new agreement, the German fashion and lifestyle brand that was founded in 1924 by Hugo Boss, will serve as the tournament’s official lifestyle outfitter from next year’s edition, which will take place between January 11 and 31, 2027.
In its new role for the tournament, BOSS will design and supply apparel for up to 4000 Australian Open staff, officials, umpires, and ballkids. Of course, the fashion giant’s branding will also be featured across the venue (including inside the iconic Rod Laver Arena), and will extend beyond the courts, with exclusive merchandise, off‑court collections, pop‑up retail, fan activations, and hospitality experiences.
“We are absolutely excited to partner with the Australian Open, which is one of the most dynamic and globally followed sporting events worldwide,” said Daniel Grieder, CEO of Hugo Boss in a release. “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.”
“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,” Tennis Australia CEO Craig Tiley said. “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.”
The Hugo Boss brand’s history in tennis dates back to the 1980s, when it embarked on a 15-year sponsorship of the Davis Cup, the world’s largest international team competition in men’s tennis. Most recently, the brand has welcomed star players Taylor Fritz and Matteo Berrettini, as well as emerging talents Noma Noha Akugue and Ella Seidel, as brand ambassadors, and has served as the title sponsor of the popular ATP 250 tournament, the BOSS OPEN in Stuttgart, since 2022.
Through the Australian Open partnership, BOSS is cementing its presence in tennis at one of the world’s most prestigious tournaments, and propelling its position as a leading global style authority at the intersection of sport and culture.
Hugo Boss replaces Ralph Lauren as the Australian Open’s clothing supplier.
