'); }); AU / NZ America Europe/UK Membership Login News Events Women in Sport Summit 2026 Women in Sport Performance Form 2026 Playa Power Program Women in Sport Futures Day 2026 Networking View All Education Playa Power Data GlS QUT View All Membership News Australia / New Zealand Events Conferences Awards Networking View All Education Playa Power Data GlS QUT View All Membership Topics Brands Media & Broadcast Olympic Sponsorship Sports Tech Women’s Sport Show More Topics >> Sports Australian Rules Basketball Cricket Netball Rugby League Soccer (Football) Show More Sports >> Login Membership Home > Sponsorship > BOSS named Official Lifestyle Outfitter of the Australian Open Sponsorship 2 min read BOSS named Official Lifestyle Outfitter of the Australian Open Written by MOS Editorial Team Published on 14 April 2026 Tennis Australia has nnounced a landmark partnership with global fashion powerhouse BOSS, naming the brand the Official Lifestyle Outfitter of the Australian Open starting from the 2027 tournament. The multi-year deal will see BOSS integrate its signature tailoring and premium sportswear into the fabric of Melbourne Park, redefining the visual identity of the “Happy Slam.” Tennis Australia CEO, Craig Tiley, emphasised that the move is about setting a new global benchmark for sporting events. “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,” Tiley said. CEO of HUGO BOSS, Daniel Grieder, highlighted the strategic importance of the Australian market and the sport of tennis. “This collaboration is a natural fit… tennis is part of BOSS’s DNA.” “The partnership marks an important step in our strategy to further drive the brand’s positioning at the intersection of sport, lifestyle, and global fan engagement,” Grieder noted. As the Official Lifestyle Outfitter, BOSS will be responsible for the end-to-end design and supply of apparel for approximately 4,000 personnel. This comprehensive outfitting program includes: The partnership extends far beyond apparel, with BOSS securing high-visibility branding assets including on-court signage within Rod Laver Arena. The activation plan includes: Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today! . The National Basketball League (NBL) has announced various partnerships for the Hungry Jack’s... Global food and beverage giant Nestlé has announced a partnership with the National... Global sports fashion retailer JD Sports has announced a agreement with New Zealand... Join the most engaged community in the Sports Business World. Get all the latest news, insights, data, education and event updates. Your MVP in the Business of Sport. We play the game to add value to the Sports Business industry by delivering News, Insights, Education and Events. Join the most engaged community in the sports business world. Want to be part of the team? Subscribe for free to join today! Copyright © 2026 | Ministry of Sport | All Rights Reserved.
Curated by Taleb Kabbara · Source: ministryofsport.com