BOSS signs Australian Open deal

BOSS will become the Australian Open’s official lifestyle outfitter in 2027, taking over one of the tournament’s most visible brand roles. (group.hugoboss.com) HUGO BOSS announced the deal on April 13, 2026, and Tennis Australia said the partnership starts with the 2027 tournament at Melbourne Park. (group.hugoboss.com) (ausopen.com) The job is not limited to a logo placement. BOSS said it will dress about 4,000 staff, officials, umpires and ball kids, with branding, merchandise, hospitality and on-site content also part of the agreement. (retailbiz.com.au) (marketech-apac.com) That makes the deal a change in how the Australian Open packages itself as both a tennis major and a consumer-facing event. Tennis Australia said BOSS will appear across venue presentation, including inside Rod Laver Arena, and will sell exclusive merchandise and replica teamwear tied to the tournament. (retailbiz.com.au) (ausopen.com) The switch also ends Ralph Lauren’s run in the role. Ralph Lauren was the Australian Open’s official outfitter in 2026, its sixth straight year with the event after the partnership was first announced in November 2020. (russh.com) (ausopen.com) For BOSS, the partnership extends a sports marketing push that already includes tennis ambassadors Taylor Fritz and Matteo Berrettini. The company said the Australian Open deal is part of a strategy to place the brand at the intersection of sport, lifestyle and fan engagement. (fashionnetwork.com) (group.hugoboss.com) For the tournament, the outfitter role reaches far beyond player fashion. Australian Open partner material for earlier years shows the outfitter supplies uniforms for on-court and off-court officials and other tournament workers, turning the clothing contract into a large operational and branding program. (ausopen.com) (aoteamguide.ausopen.com) The Australian Open is scheduled for January 11 to 31, 2027, according to the event’s partners page. By then, fans arriving at Melbourne Park will see BOSS, not Ralph Lauren, setting the tournament’s look from the gates to the finals. (ausopen.com)