New Balance (NB) has signed an agreement with Tennis Australia to become the Official Performance Apparel and Footwear partner of the Australian Open (AO) and the United Cup.
In celebration of the news, NB has revealed plans to release a special AO co-branded line of apparel and shoes that will be available for purchase online and from the NB retail store at the Grand Slam Oval during the 2024 Australian Open.
Evan Zeder, Global Director of Sports Marketing for New Balance Tennis and Baseball, said: “We are proud to work with Tennis Australia and their innovative team on one of the most exciting new events in the global tennis calendar in the United Cup, and of course the iconic Australian Open.
“This is more than a sponsorship, it is a celebration of two brands dedicated to growing the game and inspiring the next generation of tennis players and fans.”
“Together, we are committed to making a lasting impact on the world of tennis and leaving a lasting impression on the hearts of future athletes.”
Some of NB’s tennis ambassadors include American stars Coco Gauff, who won the US Open Grand Slam title in September, and Tommy Paul, who was one of the semi-finalists of the 2023 Australian Open.
On the partnership with NB, Cedric Cornelis, Tennis Australia’s CCO, commented: “We are thrilled to join with New Balance. We 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 biggest events – the Australian Open and the United Cup.
“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.”