New Balance Announces Partnership with Australia Open & United Cup Tennis Tournaments
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New Balance is expanding its tennis reach with its latest initiatives: the Australian Open and United Cup. The athletic brand has just signed an agreement with Tennis Australia that it will be the official footwear and apparel provider for both competitions.
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“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,” said Tennis Australia’s CCO Cedric Cornelis in a statement.
To commemorate the occasion, New Balance and the Australian Open will release a collaborative line of footwear and sportswear on the athletic label’s website. The duo’s collection will also be available to shop on-site during the tournament at the Grand Slam Oval — all in the spirit of bringing together tennis athletes and their supporters for the occasion.
The brand will also dress ballkids during the United Cup, as well, which will be held in Perth and Sydney, Australia from Dec. 29, 2023 to Jan. 7, 2024.
“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,” said New Balance’s global director of sports marketing for tennis and baseball, Evan Zeder, in a statement. “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.”
The Australian Open will be held in Melbourne, Australia at Melbourne Park from Jan. 14 to 28, 2024. The International tennis tournament features sponsors including Kia, Emirates, Luzhou Laojiao and Rolex.
In other New Balance news, the label has expanded its collaborative streak with a range of co-branded shoe launches this fall, crafted with brands including Carhartt WIP, Aimé Leon Dore and Jaden Smith.
About the Author:
Aaron Royce is the Digital Editor for Footwear News, where he writes stories on trending news, celebrity style, collaborations and in-depth profile interviews. Prior to joining Footwear News, Aaron wrote for publications including PAPER, Grazia and the Daily Front Row. He currently holds a B.S. in mass communications from Virginia Commonwealth University.
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