Fred Perry becomes Davis Cup global apparel partner in brand’s 75th anniversary year

Heritage sportswear/fashion brand Fred Perry has become ‘Global Apparel Partner’ of the long-standing Davis Cup tennis competition.

The multi-year partnership sees the brand become the official outfitter for men’s team tennis, providing uniforms “for ball kids and officials at the Final 8 from 2026, and all Qualifier ties from 2027.”

It’s a timely association, given 2027 marks the former tennis star’s brand’s 75th anniversary, with a celebration that opens with ‘Fred Perry Retold’ carrying its creative direction throughout the year.

Fred Perry managing director Richard Gilmore said: “The Davis Cup is defined by heritage, national pride, and unmistakable tennis style – values that align naturally with our iconic position in the sport. This unique opportunity in World Tennis allows a retelling of our story that commands attention and compels fans new and old alike to recognise the marker of excellence that is the Laurel Wreath.”

Event organiser, World Tennis’s CEO Ross Hutchins, added: “Fred Perry remains one of the most important players in the history of our prestigious competition, and partnering with the brand that he founded is a wonderful way to celebrate his Davis Cup legacy.”