American fashion label Ralph Lauren has signed a multi-year deal with the Australian Open to become the outfit partner of the tournament. As part of this deal, all matchday officials, ball boys and ball girls will be wearing Ralph Lauren outfits from 2021.
Since Ralph Lauren is committed to sustainability, all the designed apparel and accessories in the Australian Open will be made from recycled plastic bottles. Considering the enormous exposure brands get at the Australian Open, Ralph Lauren can send out a strong message regarding sustainability. From a business point of view, Ralph Lauren will be able to go deep in Australian and southeast Asian markets by signing a long-term deal with the first grand slam of every year.
AO Tournament Director Craig Tiley said, “We are delighted to welcome Ralph Lauren to the Australian Open family and proud to partner with this prestigious global brand who have a role in some of the world’s biggest sporting events. Our shared commitment to excellence, innovation, and creativity, along with a deep connection to history and tradition, form the base of this exciting new long-term partnership.”
David Lauren, Chief Innovation and Branding Officer at Ralph Lauren, said, “For over 50 years, the Polo brand has embodied a spirit of sporty elegance and we are thrilled to partner with the Australian Open, adding this iconic event to Ralph Lauren’s incredible portfolio of sports partnerships.”
After signing a deal with the Australian Open, Ralph Lauren is now a partner with three grand slam events as they already work closely at Wimbledon and the US Open. Apart from tennis, Ralph Lauren’s portfolio of sports partnerships includes deals with the US Olympic and Paralympic teams and two of golf’s four major tournaments.