Ralph Lauren is out, BOSS is in. The German fashion house lands one of tennis’s biggest sponsorship deals starting in 2027.
The Australian Open just got a major apparel upgrade. BOSS has been announced as the tournament’s new Official Lifestyle Outfitter beginning with the 2027 edition, replacing Ralph Lauren after their six-year run ended this past January. The deal was confirmed this week and represents BOSS’s biggest tennis play yet.
Starting next January (the tournament runs January 11-31, 2027), BOSS will be responsible for designing and outfitting all 4,000 staff members, officials, umpires, and ball kids at Melbourne Park.
What This Means for the Tournament
If you’ve been to Melbourne Park, you know the Australian Open has always put effort into presentation and this partnership takes that up a notch. BOSS will design new uniforms specifically for the Melbourne heat – lighter fabrics, neutral color palettes, and their signature tailored look adapted for tennis. The brand says they’re aiming for a “modern aesthetic” across the entire venue, which should be a noticeable change from the Ralph Lauren era.
Beyond the uniforms, BOSS branding will appear throughout Melbourne Park, including prime placement inside Rod Laver Arena. The German brand is also planning pop-up retail stores at the venue, fan activations and hospitality experiences. Basically, they’re going all-in on making their presence felt.
“We are absolutely excited to partner with the Australian Open, which is one of the most dynamic and globally followed sporting events worldwide,” said Daniel Grieder, CEO of Hugo Boss. “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 Australia CEO Craig Tiley (who’s leaving soon to take over at the USTA) 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.”
BOSS ? #AusOpenhttps://t.co/J22olcTnpS
— #AusOpen (@AustralianOpen) April 13, 2026
BOSS’s Tennis Strategy
This isn’t BOSS coming out of nowhere. The brand has been building its tennis portfolio strategically over the past few years. Check the new BOSS summer collection here.
They’ve signed Taylor Fritz and Matteo Berrettini as brand ambassadors, plus rising stars Noma Noha Akugue and Ella Seidel. Since 2022, they’ve been the title sponsor of the Stuttgart grass-court tournament (the BOSS Open).
You might also remember seeing Fritz and Berrettini debut BOSS’s NovaPoly fabric at this year’s Australian Open – it’s a biodegradable recycled material that actually performs at the pro level. Environmental innovation paired with Grand Slam visibility? That’s smart positioning.
Going back further, BOSS sponsored the Davis Cup for 15 years starting in the 1980s, so tennis has been part of their DNA for a while. This Australian Open deal just brings them back to the sport’s biggest stage.
The Business Side
Landing the Australian Open is huge for BOSS. The tournament draws massive global TV audiences and hundreds of thousands of on-site fans each year. It’s also known as the “Happy Slam” for its festival atmosphere and innovation, which fits perfectly with BOSS’s brand image.
For context, luxury brands are fighting hard for tennis real estate right now. The sport is growing among younger audiences, the new generation of stars (Alcaraz, Gauff, etc.) are social media savvy, and tennis offers brands a chance to blend sport with lifestyle marketing. BOSS now sits at the table with Nike, Adidas, Lacoste, and yes, Ralph Lauren, as a major player in premium tennis fashion.
The Australian Open gets a fresh look and presumably solid financial backing. BOSS gets visibility at one of sport’s marquee events and the chance to dress thousands of people in their signature style for two weeks straight. Win-win.
We’ll see how it all looks when the tournament kicks off in January 2027.