With the tennis season already over, all eyes are on the Australian Open in January next year. New and exciting things await tennis fans, including the collaboration between New Balance and the Grand Slam organizer. However, a lot of fans are now afraid that it will tip the scales in favor of Coco Gauff.
Gauff is one of the biggest global brand ambassadors for the American sports apparel brand. And now, New Balance has signed an extensive deal with Tennis Australia. It is set to be the performance partner for both the Australian Open and the United Cup.
This partnership will be one-of-a-kind. In order to celebrate this new beginning, New Balance will release a special line of footwear and apparel. It will be tailored to be in line with the tournament’s pizzazz. The brand is also set to provide the outfits of the ball kids at the United Cup.
Tennis Australia and New Balance announced today that it has signed an extensive agreement to make New Balance the Official Performance Apparel and Footwear provider of the Australian Open and United Cup.
— Michal Samulski (@MichalSamulski) November 27, 2023
“New Balance has a long history of investing in tennis, with some of the game’s biggest names as proud ambassadors of the brand. We are excited to work with New Balance as it expands its presence in the sport even further,” said Cedric Cornelis, Tennis Australia’s Chief Commercial Officer (via Australian Open).
This partnership will have far-reaching effects, too. The Melbourne Cup is one of the biggest competitors of the Australian Open. The competition is not just restricted to their respective sports; it affects the economy as well. In over a decade, the Melbourne Cup has contributed $3.6 billion to Victoria’s economy, about $1 billion more than the Australian Open.
The partnership between Tennis Australia and New Balance will hope to bridge the gap between the two sports. Whether it accomplishes its goals or not, only time will tell.
What do the fans think about the partnership between the Australian Open and New Balance?
Since the news of this partnership surfaced on social media, fan opinion has varied greatly. Several fans believe that the tournament will be engineered to favor their star player, Coco Gauff. The young American has had a phenomenal year. She won a number of titles on her home soil, including the US Open, becoming the youngest player after Serena Williams to do so.
Given her form, Coco is one of the favorites to win the Australian Open too. One fan declared, “Oh, Coco’s taking AO mark my words.” Here are some reactions to the news:
Oh they’re soooooo gonna fix the draw for the New Balance girlies https://t.co/mPZQeyhyhx
— Sarah | #17InCancun (@whomstissarah) November 27, 2023
Oh coco’s taking AO mark my words https://t.co/xvs6zhTVBr
— 𝕍𝔼ℕ𝕌𝕊𝔾𝔸𝕌𝔽𝔽 (@VenusGauff) November 27, 2023
omg not coco gonna do a uso-ao special! 😭 https://t.co/vxW3WJbqg0
— marc (@morcsori) November 27, 2023
Coco Gauff has established herself as a force to be reckoned with, especially after the North American hardcourt swing. She will want to carry that form with her to Melbourne next.