Hugo Boss Becomes the Official Lifestyle Outfitter of the Australian Open Starting January 2027

Hugo Boss announced on April 13 a landmark partnership as the Official Lifestyle Outfitter of the Australian Open, beginning with the January 2027 edition. The deal makes Boss responsible for dressing up to 4,000 staff, officials, umpires, and ball kids across Melbourne Park. As a result, Boss branding will be displayed around the venue. This includes inside Rod Laver Arena.

A Natural Fit For The Brand

The boss’s history in tennis stretches back to the 1980s, when the brand held a 15 year sponsorship of the Davis Cup. More recently, it has built a roster of player ambassadors, including Taylor Fritz, Matteo Berrettini, Noma Noha Akugue, and Ella Seidel. In addition, it has served as the title sponsor of the Boss Open ATP 250 tournament in Stuttgart since 2022. 

The Australian Open partnership marks the brand’s biggest tennis commitment to date, moving from courtside presence to full tournament outfitter across one of the sport’s four Grand Slams.

What The AO Deal Covers

Beyond staff uniforms, the partnership includes dedicated Boss pop-up stores on-site and immersive fan activations. It will also provide an elevated guest experience and special events throughout tournament week. Furthermore, Boss branding will shape the visual identity of the event from inside Rod Laver Arena outward. Online and in-store storytelling will extend the partnership’s reach to fans globally throughout the year.

Both Sides’ Remarks on the Deal

Daniel Grieder, CEO of Hugo Boss, 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.” 

Craig Tiley, CEO of Tennis Australia, 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.”

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