Lacoste serves up Australian Open extension
Lacoste will continue as the official outfitter of the Australian Open after the French apparel brand extended its sponsorship agreement with Tennis Australia.
The five-year renewal, announced during the final weekend of this year’s first Grand Slam, will see Lacoste remain in the role until 2018. Financial terms were not disclosed.
The brand will continue to supply tournament apparel to all linesmen and women, ball kids and chair umpires. It will also continue to operate retail spaces at various locations around Melbourne Park, including at Grand Slam Oval, Margaret Court Arena and the Rod Laver Arena concourse.
Tennis Australia chief Steve Wood said in a statement: “Lacoste is a valued partner of the Australian Open and we are thrilled to have signed a new five-year deal with this iconic global brand. The Lacoste apparel provided to tournament staff each year is a colourful and visible endorsement of our successful association.”
Lacoste Asia Pacific chief executive Frank Cancelloni added: “As Lacoste celebrates this year its 80th anniversary, we are very happy to renew this partnership for five years with an event that symbolises our values of tenacity, performance and excellence, such as the Australian Open.
“It is a further demonstration of Lacoste’s attachment to tennis as well as the voluntary and active policy of our brand in this sport, and of its commitment to keep investing in the Asia Pacific region.”
The new deal was announced on Saturday ahead of this year’s women’s singles final, in which top seed Victoria Azarenka overcame sixth seed Li Na. In the men’s singles final on Sunday, Serbian Novak Djokovic beat Britain’s Andy Murray in four sets to win his third successive Australian Open crown.
Lacoste, which sponsors the tournament alongside the likes of ANZ, Kia and Rolex, is currently endorsed by leading French tennis players Richard Gasquet and Jeremy Chardy, as well as several other names on the men’s and women’s circuits.