Hugo Boss, the luxury fashion brand, has been named as a major new sponsor of the Australian Open tennis grand slam from 2027.
Under the agreement struck with the Tennis Australia governing body, the brand will serve as the tournament’s official lifestyle outfitter from next year's edition, which will take place between January 11 and 31.
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Hugo Boss will design and supply apparel for up to 4000 Australian Open staff, officials, umpires, and ballkids. The fashion giant’s branding will also feature across the venue, including within Rod Laver Arena.
The partnership will extend beyond the courts, with exclusive merchandise, off‑court collections, pop‑up retail, fan activations, and hospitality experiences.
The collaboration builds on Hugo Boss’ long-standing connection to tennis, including partnerships with players and major tournaments.
The brand is the title sponsor of the Weissenhof tournament in May. Held in Stuttgart as part of the ATP Tour, the tournament is known as the Boss Open. Hugo Boss also has an endorsement deal with Italian player Matteo Berrettini.
Elsewhere, the company has sponsorships in soccer, motorsports, golf, track and field, cycling, and winter sports.
The event will be under new leadership after Craig Tiley, the long-standing chief executive of Tennis Australia and tournament director of the Australian Open, was officially announced as the new CEO of the United States Tennis Association, organizer of the US Open, in February. Tiley led Tennis Australia for 13 years.
