Fashion brand BOSS has secured a major new sports partnership after being named the official lifestyle outfitter of the Australian Open from 2027, signalling the brand’s push into the intersection of sport, fashion and global fan culture.
Under the agreement, BOSS will outfit up to 4,000 Australian Open staff, officials, umpires and ball kids, redesigning the visual identity of one of tennis’ majors. The uniforms will be designed for Melbourne’s summer conditions while incorporating elements of the brand’s tailoring heritage.
The partnership will also see the brand expand its presence throughout Melbourne Park with venue branding, merchandise collections, fan activations and hospitality experiences.
The deal marks one of BOSS’s most prominent moves in tennis in recent years and aligns with the brand’s broader strategy of using major global sporting events to strengthen its cultural relevance and international reach.
“We are absolutely excited to partner with the Australian Open, which is one of the most dynamic and globally followed sporting events worldwide,” said HUGO BOSS chief executive Daniel Grieder.
Tennis Australia chief executive Craig Tiley added that the collaboration would help elevate the tournament experience both visually and commercially.
“The Australian Open has always been about more than just great tennis,” 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.”
Plans to include exclusive replica apparel, limited-edition merchandise and off-court capsule collections are also in the works. Pop-up retail spaces and immersive fan experiences have been planned during the tournament.
The agreement builds on BOSS’s long-standing association with tennis, having previously sponsored the Davis Cup for 15 years while working with athletes like Taylor Fritz and Matteo Berrettini.
