New Balance Signs Extensive Agreement With Australian Open & United Cup

Melbourne, Australia - December 11, 2021: Australian Open signage around Melbourne Park ready for the tournament in January 2022. John Cain Arena visible in the background.
B&T Magazine
Edited by B&T Magazine

Tennis Australia, together with New Balance, has announced that it has signed an extensive agreement to make New Balance the Official Performance Apparel and Footwear provider of the Australian Open and United Cup.

“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,” Tennis Australia’s chief commercial officer Cedric Cornelis said.

“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.”

“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,” global director of sports marketing for New Balance tennis and baseball, Evan Zeder.

“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”.

To celebrate the relationship, New Balance will release an AO co-branded line of performance apparel and footwear. The range will be available for purchase online and during the AO from New Balance’s on-site retail store on Grand Slam Oval. New Balance will also outfit ball kids at the United Cup which will be played in Perth and Sydney.

New Balance’s tennis ambassadors include American stars Coco Gauff, who won her maiden Grand Slam title at the US Open in September, and Tommy Paul, who reached the semi-finals in Australia last year.

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