United States – New Balance is extending its Australian Open (AO) sponsorship with a series of global activations aimed at bringing the tournament’s atmosphere to audiences beyond Melbourne.
As the Official Performance Apparel and Footwear provider of the Australian Open, the Boston-based brand said it is using the 2026 tournament to connect key markets through retail, digital, and live experiences. New Balance began its AO sponsorship in 2024 and has since increased its on-site presence in Australia, with plans this year to broaden the reach internationally.
The brand is leveraging a wide roster of athletes and ambassadors across multiple sports and cultural fields. American tennis players Coco Gauff and Tommy Paul will feature in off-court storytelling content focused on their Australian Open journeys, while gamer Sydeon will share her experience at the tournament through social platforms. Performer Amine is also scheduled to appear at the AO Precinct. Other figures involved in New Balance-led content and events include Australian men’s cricket captain Pat Cummins, New York Mets shortstop Francisco Lindor, former Canadian tennis player Genie Bouchard, actress Storm Reid, and professional Numeric skateboarders.
“The Australian Open is more than a tournament, it’s a cultural moment,” said Jessica Vassall, head of global partnerships at New Balance. “By integrating our athletes, ambassadors, and retailers across continents, we’re giving the world unforgettable access to AO energy in ways only New Balance can deliver.”
Alongside the activations, New Balance is rolling out its 2026 Australian Open collection, featuring apparel, accessories, and tournament looks inspired by Australia’s tennis culture. To support the launch, the brand will host pop-ups and retail installations in several global cities, including New York, London, Tokyo, and Boston.
In Melbourne, New Balance is increasing its physical presence with a focus on premium consumer experiences. Federation Square will host a New Balance Brand House designed for immersive storytelling, while an AO Precinct pop-up will offer interactive engagement. The brand will also deploy extensive out-of-home advertising across the city, including tram wraps, rail signage, digital screens, and a large LED display. Additional activity in Sydney is planned to extend national reach.
“Together with New Balance, we’re expanding the reach of the AO beyond Melbourne,” said Cedric Cornelis, chief commercial officer at Tennis Australia. “New Balance is showcasing the tournament’s global appeal and highlighting how sport unites communities across cultures.”
Beyond Australia, New Balance said it will mark the tournament through curated collections and product launches with partners such as Paperboy and Numeric, as well as collaborations with key retailers. These initiatives are intended to position the Australian Open as a broader cultural and lifestyle touchpoint within the brand’s global narrative.
