BOSS to take over from Ralph Lauren as outfitter of Australian Open

BOSS will be the new official outfitter of the Australian Open tennis tournament from 2027, following in the footsteps of Ralph Lauren, which has dressed all on-court officials, ball kids and staff for the last six years.

Itself having a long history in tennis that dates back to the 1980s, when BOSS embarked on a 15-year-long sponsorship of the Davis Cup - the world’s largest international team competition in men’s tennis - the brand has most recently welcomed star players Taylor Fritz and Matteo Berrettini, as well as emerging talents Noma Noha Akugue and Ella Seidel, as brand ambassadors.

Since 2022, it has also served as title sponsor of the popular ATP 250 tournament, the BOSS OPEN, in Stuttgart.

Through the new Australian Open partnership, BOSS is cementing its presence in tennis at one of the world’s most prestigious tournaments and “propelling its position as a leading global style authority at the intersection of sport and culture”.

The dates for the next Australian Open at Melbourne Park, the tennis season’s first Grand Slam tournament, have been confirmed as 11-31 January 2027.

As the official new partner, BOSS will present “elevated style on and off the court”, combining sharp tailoring, sports-inspired looks and “standout hospitality moments”.

Daniel Grieder, CEO of Hugo Boss, said: “We are absolutely excited to partner with the Australian Open, which is one of the most dynamic and globally followed sporting events worldwide.

“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.

“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.”

Tennis Australia CEO, Craig Tiley, added: “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.

“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.”

In its new role as the tournament’s official lifestyle outfitter, BOSS is “set to transform the visual identity of the Australian Open like never before”. Dressing up to 4,000 staff, officials, umpires and ball kids, BOSS will make an unmistakable impact, setting its signature confident style from the very first moment.

A curated palette of refined shades, subtle nods to the brand's tailoring expertise, and easy-wear silhouettes engineered for the Melbourne heat “will come together to signal a new era in tournament style”.

BOSS branding will also be visible across every corner of Melbourne Park, including the iconic Rod Laver Arena. Beyond the tournament’s courts, the collaboration will extend to exclusive replica teamwear, merchandise and off-court capsules.

There will also be dedicated pop-up stores, immersive on-site fan activations, an elevated guest experience and further special events which will bring the BOSS attitude to every part of “The Happy Slam.”

Additionally, online and in-store impactful storytelling and curated initiatives will share the sunshine spirit of Melbourne with tennis fans around the world.