Global fashion brand Boss has signed a landmark partnership as the Official Lifestyle Outfitter of the Australian Open from 2027.
The brand will showcase its styles on and off the court, with the Australia Open drawing a crowd of over a million people, with hundreds of millions tuning in via television and other video platforms.
Hugo Boss CEO Daniel Grieder said the Australian Open 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,” Grieder said. “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.”
As Official Lifestyle Outfitter, Boss will dress up to 4,000 staff, officials, umpires, and ballkids. According to Boss, the planned style theme includes a curated palette of refined shades, subtle nods to the brand's tailoring expertise, and easy-wear silhouettes engineered for the Melbourne heat.
Boss branding will also be displayed around the venue, including inside the iconic Rod Laver Arena. Beyond the tournament’s courts, the collaboration will extend to exclusive replica teamwear, merchandise, and off-court capsules, sold both online and in-stores. Dedicated pop-up stores, immersive on-site fan activations, elevated guest experiences, and further special events will be included.
Tennis Australia CEO Craig Tiley welcomed the deal with Boss.
“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,” 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.”
Boss’s history in tennis dates back to the 1980s, when it embarked on a 15-year-long sponsorship of the Davis Cup – the world’s largest international team competition in men’s tennis.
Most recently, Boss has welcomed star players Taylor Fritz and Matteo Berrettini, as well as emerging talents Noma Noha Akugue and Ella Seidel, as brand ambassadors, and since 2022 has served as title sponsor of popular ATP 250 tournament the ‘BOSS OPEN’ in Stuttgart, Germany.