Tennis Australia and New Balance have teamed up in a major partnership. This alliance, announced recently, sees New Balance becoming the Official Performance Apparel and Footwear provider for two of tennis’s premier events: the Australian Open and the United Cup.
Tennis Australia’s Chief Commercial Officer, Cedric Cornelis, expressed his enthusiasm for the partnership, highlighting the shared ambitions of both organizations. “Joining forces with New Balance aligns perfectly with our goal to innovate and respect tennis’s heritage,” Cornelis commented. This sentiment was echoed by Evan Zeder, Global Director of Sports Marketing for New Balance Tennis and Baseball, who emphasized the significance of this collaboration. “It’s more than a sponsorship,” Zeder stated. “It’s a fusion of two brands passionately committed to advancing the sport and motivating upcoming tennis talents.”
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This partnership brings more than just brand alignment. New Balance plans to launch an Australian Open co-branded line of performance apparel and footwear. These exclusive designs will be available online and at the New Balance retail store situated on Grand Slam Oval during the Australian Open. Additionally, the brand will be providing outfits for the ballkids at the United Cup, further solidifying its presence in the sport.
The impact of New Balance in tennis is already noticeable, with top players like American sensations Coco Gauff and Tommy Paul among its ambassadors. Gauff, the recent US Open champion, and Paul, a semi-finalist in Australia, exemplify the caliber of athletes associated with New Balance.