BOSS to become the official lifestyle outfitter of the Australian Open from 2027
Game ready
By 
AND THAT’S GAME. Fashion house BOSS will become the official lifestyle outfitter of the Australian Open from 2027, replacing Ralph Lauren and marking a shift in how the tournament presents itself on and off court. The agreement positions the German brand across multiple touchpoints, from uniforms to retail, with a focus on consistency and visibility throughout Melbourne Park.
In practical terms, BOSS will outfit up to 4,000 staff, including officials, umpires and ball kids, introducing a unified wardrobe designed for performance in Australian summer conditions. The collection leans on the brand’s tailoring background, translated into lighter, functional silhouettes suited to the demands of tournament work. A restrained colour palette and subtle detailing are intended to create a cohesive look across the precinct rather than isolated moments of branding.
The partnership extends beyond uniforms. BOSS branding will appear throughout the venue, including inside Rod Laver Arena, while a broader commercial layer will include replica teamwear, merchandise and limited off-court capsules. On-site, the brand plans to activate through pop-ups, fan experiences and hospitality, positioning itself within the wider atmosphere the Australian Open has cultivated in recent years.
For BOSS, the move builds on an existing presence in tennis. The brand’s involvement dates back to its sponsorship of the Davis Cup in the 1980s and continues through its role as title sponsor of the Stuttgart ATP event and its roster of current player ambassadors. The Australian Open deal consolidates that trajectory at a Grand Slam level, offering scale and global reach.
For Tennis Australia, the change signals a recalibration of the tournament’s visual identity. The emphasis is less on individual statements and more on a consistent, modern presentation that aligns with the event’s broader positioning as a global entertainment platform.
Related:
