Tennis Australia Serves up Three-Year Partnership with New Balance for Australian Open and United Cup

Tennis Australia has unveiled an exciting three-year collaboration with New Balance, solidifying its position as the official performance apparel and footwear provider for two of the nation’s premier tournaments.

This strategic partnership encompasses the Australian Open Grand Slam and the emerging United Cup national teams tournament, spanning the editions from 2024 to 2026. As a key highlight, New Balance is set to launch an exclusive co-branded line of apparel and footwear specifically designed for the Australian Open. The apparel range will be sold online and at the on-site retail store on Grand Slam Oval at Melbourne Park during the tournament, scheduled from January 14 to 28 next year.

In addition to outfitting players at the Australian Open, New Balance will extend its influence to the United Cup, providing performance sportswear for ball kids during the tournament hosted in Perth and Sydney from December 29, 2023, to January 7, 2024.

Cedric Cornelis, Chief Commercial Officer of Tennis Australia, stated, “We [Tennis Australia and New Balance] share a common goal of growing tennis through innovation while honouring the sport’s rich heritage, making New Balance an obvious partner for two of the sport’s events.”

“New Balance has a long history of investing in tennis, with some of the game’s biggest names as proud ambassadors of the brand. We are excited to work with New Balance as it expands its presence in the sport even further.”

New Balance’s involvement in tennis goes beyond this collaboration, with ambassadors such as Coco Gauff, the reigning US Open Grand Slam winner, and Tommy Paul, a semi-finalist at last year’s Australian Open. The sportswear brand has also established partnerships with Netball Australia and FC Porto in the realms of netball and soccer.

Among the sponsors of the Australian Open are Kia, Emirates, Luzhou Laojiao, and Rolex. This collaboration further bolsters New Balance’s footprint in tennis, following its legal dispute with Roma earlier this year. The brand, having lost the case, continues to expand its influence and strengthen its presence in various sporting arenas.

This partnership announcement coincides with the upcoming second edition of the United Cup, an annual mixed-gender national teams tournament held across Australia. Serving as a prelude to the Australian Open, the United Cup carries a significant $15 million prize purse. The tournament’s inception in 2022 marked the revival of the Hopman Cup, reinforcing its status as a premier event on the tennis calendar.