New Balance is "expanding its tennis reach" after signing an agreement with Tennis Australia that it will be the "official footwear and apparel provider" for the Australian Open and United Cup, according to Aaron Royce of FOOTWEAR NEWS. New Balance and the Australian Open will release a "collaborative line of footwear and sportswear on the athletic label’s website," with the collection also "available to shop on-site during the tournament" at Melbourne Park from Jan. 14 to 28. The brand will also "dress ballkids during the United Cup," which will be held in Perth and Sydney, Australia from Dec. 29, 2023, to Jan. 7, 2024 (FOOTWEAR NEWS, 11/28). In Melbourne, Stephen Brook noted the terms of New Balance’s three-year sponsorship deal were "undisclosed," but industry sources estimate that the Open requires at least A$1M a year for a base-level sponsorship. New Balance Dir of Global Sports Marketing for Tennis and Baseball Evan Zeder said the sponsorship is a "first-of-its-kind deal for New Balance in partnering with a grand slam" (Melbourne AGE, 11/28).
