Announced by Tennis Australia, the collaboration will see BOSS design and supply apparel for up to 4,000 tournament staff, officials, umpires and ballkids. The initiative is intended to create a unified look across the precinct at Melbourne Park, where the Grand Slam tournament is held annually.

As part of the agreement, BOSS branding will also appear across the venue, including inside Rod Laver Arena.

The Australian Open said the partnership aims to enhance the overall presentation of the tournament, combining fashion and sport to reflect the event’s global profile.

“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,” Tennis Australia CEO Craig Tiley 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.”

Beyond outfitting tournament personnel, the partnership will include exclusive merchandise, off-court collections, pop-up retail and fan activations throughout the tournament precinct. Plans also include hospitality experiences designed to integrate the BOSS brand into the broader event environment.

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

“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.”

The collaboration builds on BOSS’s existing involvement in tennis through partnerships with professional players and major tournaments. Organisers said the agreement reflects a broader effort to combine sport, fashion and entertainment as the Australian Open continues to expand its global audience.

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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.

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Under the partnership, Lipton Ice Tea will be available at all bars across the Melbourne Park precinct, offering spectators a non-alcoholic beverage option during matches and off-court activities.

“Each year we look to bring new experiences to Melbourne Park that add to the atmosphere of the tournament, and we’re so pleased to welcome Lipton Ice Tea for 2026,” Cedric Cornelis, Tennis Australia’s chief commercial officer said.

“Their presence across the precinct will offer attendees a refreshing way to enjoy their time at the AO.”

As part of the collaboration, Lipton Ice Tea will introduce a dedicated fan space at TOPCOURT called Lipton Island. The area is designed as a themed relaxation zone featuring a terrazzo bar, shaded seating, palms and umbrellas, and is positioned as a place for fans to take a break between matches.

The centrepiece of Lipton Island will be a custom-built bar serving a range of exclusive iced tea drinks developed specifically for the Australian Open and available only at TOPCOURT.

Gabby Manu, Lipton’s brand manager, said “We’re thrilled to be the Official Ice Tea of the Australian Open for the very first time, bringing icy-cold refreshment, and a no-alcohol TOPCOURT experience designed for Gen Z. We can’t wait to reveal the drinks that everyone will be talking about.”

Beyond the tournament venue, the partnership will also be supported by limited-edition Australian Open Lipton Ice Tea packaging, which will be available nationally in 500ml and 1.5L formats. These products will be backed by in-store activations at Coles and Woolworths.

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The takeover spans all twelve tram shelters with nine different themes, greeting fans with ANZ’s signature blue neon lighting, fully wrapped shelters, seat decals, and a 70-metre tennis court floor decal – the first of its kind. 

The Yarra Trams stop location is the only commuter entry to the Australian Open serving as a crucial link between Melbourne’s vibrant streets and one of its most iconic events. The campaign runs from 13th to 28th January.

Sian Chadwick, general manager of marketing for Australia at ANZ, says, “We’re bringing the ANZ Falcon® to life in a way that connects meaningfully with fans. Collaborating with Tennis Australia, we’ve created an engaging precinct experience that combines the excitement of the Australian Open with the security of ANZ Falcon®, always protecting against fraud. It’s a memorable way to leave a lasting impression on locals and visitors alike.” 

Meanwhile, Kristian Muhllechner, Victorian sales director at JCDecaux, commented, “This is a Melbourne-first for us. The precinct takeover serves up a winning combination of creativity and scale. It showcases the power a creative campaign can have and the role it plays in brands being seen and remembered. ANZ is acing the arrival experience with an immersive and memorable activation at this iconic event.”

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The agency continued its work with global alcohol beverage company Diageo to bring to life the newly formed partnership between the Australian Open and Gordon’s Gin, with multiple bars built across the Melbourne and Olympic Park site plus halo activities to activate “Shall We Saturday”. 

In addition, the partnership enabled Gordon’s Gin to hero key flavours Premium Pink, Mediterranean Orange and Sicilian Lemon in addition to their new Alcohol-Free product and classic Gordon’s London Dry.

Traffik also secured two new global clients for the 2022 tournament, Rolex and Dunlop.

Through the new clientele, the agency worked in collaboration with Hype Workshop in building the Rolex VIP hospitality suite for their guests, retailers and senior executives, with the partnership showcasing world-class hospitality to local retailers and allowing their guests to get as close to the action as possible on Rod Laver Arena.

Lastly, sports brand Dunlop, which is the official tennis ball during the tournament, had a small but popular photo activation on-site to engage fans and provide them with a unique photographic moment to commemorate their time at Melbourne Park.

Mark Edney, head of sponsorship at Traffik, said, “It’s been a wonderful year for our team at the Australian Open. Our partnership with Diageo continues to strengthen, and the learnings from this event will further enhance how the brand leverages the partnership in 2023.”

He added, “It was also a pleasure to bring Rolex and Dunlop to the Traffik family. Rolex identified Traffik as having the strong internal relationships with Tennis Australia that unlocks opportunities and enables Hype to produce their best work. As an agency, we don’t always have to play a lead role. At times, our strongest contribution is to unlock opportunities for others to deliver outstanding work. This year highlighted the technical production and project management capabilities of our team and our ability to deliver different client experiences.”

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