The Australian Open is about to look very different. From 2027, BOSS will take over as Official Lifestyle Outfitter of the tournament, dressing up to 4,000 staff, officials, umpires and ball kids across Melbourne Park.
The German label will replace Ralph Lauren as the Official Lifestyle Outfitter of the AO from next year. “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.
The deal will see BOSS outfit up to 4,000 staff, officials, umpires and ball kids, with branding across the venue including inside Rod Laver Arena. It also covers replica teamwear, merchandise, capsule collections, pop-up stores and hospitality activations.
“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.”
Outgoing Tennis Australia CEO Craig Tiley said the partnership would affect how the tournament is presented to global audiences.
“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,” said Tiley. “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 2027 tournament will be the first under the new arrangement.
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