Fred Perry named global apparel partner of the Davis Cup

British fashion brand Fred Perry has become the global apparel partner of the Davis Cup by Generali. The partnership was announced by World Tennis, the tennis governing body formerly known as the ITF. Under the multi-year agreement, Fred Perry will dress the ball kids and officials at the Final 8 from 2026 and at all qualifier ties from 2027, bringing its laurel wreath logo back to professional tennis courts.

The partnership builds on a historic link. Fred Perry, the player behind the brand, won four consecutive Davis Cup titles with Great Britain between 1933 and 1936 and still holds the British record for wins in the competition, with 45 victories.

The brand, founded in 1952, will mark its 75th anniversary in 2027 under the creative theme 'Fred Perry Retold'.

World Tennis chief executive officer Ross Hutchins highlighted the opportunity to celebrate Perry's legacy. Fred Perry managing director Richard Gilmore pointed to the shared values of the brand and the competition: tradition, national pride and style.

The 2026 Davis Cup by Generali Final 8 takes place from November 24 to 29 in Bologna. Italy, winner of the last three editions, will compete for the title alongside Czechia, Canada, the Republic of Korea, Great Britain, Germany, Austria and Spain.