Holding Court: The Evolution of Australian Tennis and Sponsorships

By Jessica Martyn

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

The 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 sponsorship 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 tennis 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 estimated 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 tennis Grand Slam in November 2020.

Now, as a fourth-year sponsor and the official outfitter of the Australian Open for 2024, Ralph Lauren is expected to invest between $6 million and $7 million, and provide branded uniforms for all on-court officials and event staff. 

Being a forward-thinking 21st-century brand, Ralph Lauren is also committed to product innovation for the good of the planet and the athletes. 

The latest line of apparel and accessories – including polo shirts, shorts, skorts, and caps – are made from a lightweight, recycled fabric that begins its life as plastic bottles, solving two problems 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.