American footwear brand New Balance has teamed up with Tennis Australia in a landmark new deal.
Both entities have signed a three-year agreement to make New Balance the official performance apparel and footwear provider of the Australian Open and the United Cup.
As part of the partnership, New Balance will release an AO co-branded line of performance apparel and footwear.
The range will be available for purchase online and during the AO from New Balance’s on-site retail store on Grand Slam Oval. New Balance will also outfit ballkids at the United Cup which will be played in Perth and Sydney.
“We are proud to work with Tennis Australia and their innovative team on one of the most exciting new events in the global tennis calendar in the United Cup, and of course the iconic Australian Open,” New Balance Global director of sports marketing Evan Zeder said.
“This is more than a sponsorship, it is a celebration of two brands dedicated to growing the game and inspiring the next generation of tennis players and fans.
“Together, we are committed to making a lasting impact on the world of tennis and leaving a lasting impression on the hearts of future athletes.”
Tennis Australia CCO Cedric Cornelis said the New Balance deal was strategic.
“We share a common goal of growing tennis through innovation while honouring the sport’s rich heritage, making New Balance an obvious partner for two of the sport’s biggest events,” Cornelis said.
“New Balance has a long history of investing in tennis, with some of the game’s biggest names as proud ambassadors of the brand. We are excited to work with New Balance as it expands its presence in the sport even further.”
New Balance’s tennis ambassadors include American stars Coco Gauff (pictured), who won her maiden Grand Slam title at the US Open in September, and Tommy Paul, who reached the semi-finals in Australia last year.