T he Melbourne Cricket Club built the first Victorian club tennis court in 1878, and by 1924, the Australian Open had become a national event, with heavy spon- sorship to follow within 50 years. Having been a sponsor of the game since 1994, Ralph Lauren has invested millions towards the current state of play, and today remains one of the most prolific sponsors of the Australian event. Ralph Lauren’s history of high-profile ten- nis sponsorship began in 2005 with the U.S. Open, a move that saw the brand dress all on-court officials and ball people. The deal, a 20-year sponsorship with the United States Tennis Association with an es- HOLDING COURT: THE EVOLUTION OF AUSTRALIAN TENNIS AND SPONSORSHIPS
Ralph Lauren is expected to invest between $6 million and $7 million, and provide branded uni- forms for all on-court officials and event staff. Being a forward-thinking 21st-century brand, Ralph Lauren is also committed to product in- novation for the good of the planet and the ath- letes. The latest line of apparel and accessories – in- cluding polo shirts, shorts, skorts, and caps – are made from a lightweight, recycled fabric that begins its life as plastic bottles, solving two prob- lems in one. When asked about the brand’s sponsorships of tennis hopefuls, Ralph Lauren himself famously said, “In tennis, everything is about the future” – and no doubt the contributions his company has made have paved the way to a brighter future for athletes past, present, and emerging. NB. Details regarding Ralph Lauren’s tennis sponsorships were derived from and affirmed by independent sources.
The origin of tennis as a popular backyard pastime in Australia dates back as far as the mid-1870s – and its future is looking bright. By Jessica Martyn
timated value of up to US$20 million, was the first of several of its kind for Ralph Lauren. Already a sponsor to three of the four Grand Slam matches – Wimbledon, the US Open, and the Australian Open – the luxury fashion brand became the official outfitter of the ten- nis Grand Slam in November 2020.
“In tennis, everything is about the future.”
Now, as a fourth-year sponsor and the offi- cial outfitter of the Australian Open for 2024,
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