British sportswear brand Fred Perry has been announced as the new global apparel partner for the Davis Cup. This multi-year agreement designates Fred Perry as the official outfitter for the world’s premier men's team tennis competition.
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Under this partnership, Fred Perry will supply uniforms for officials and ball kids during the Final 8 event, set to take place from November 24-29, 2026, at the SuperTennis Arena in Bologna, Italy. Additionally, Fred Perry will provide uniforms for all qualifying ties beginning in 2027. The uniforms will feature Fred Perry’s latest sportswear collection, reintroducing the iconic Laurel Wreath logo to the professional tennis scene.
Fred Perry’s history with the Davis Cup dates back to the brand’s inception, as he was one of the tournament’s most successful players, winning the title four consecutive times from 1933 to 1936. He still holds the British record for the most Davis Cup matches won, with a total of 45.
Richard Gilmore, Managing Director at Fred Perry, expressed pride in the partnership, stating that the Davis Cup embodies heritage and national pride—values that align with Fred Perry’s legacy in the sport. He remarked, "This unique opportunity in World Tennis allows a retelling of our story that commands attention and compels fans new and old alike to recognize the marker of excellence that is the Laurel Wreath."
Ross Hutchins, CEO of World Tennis, welcomed Fred Perry to the Davis Cup, noting that the partnership enhances the competition's prestige. He highlighted the significance of collaborating with the brand founded by one of the sport's all-time greats, stating, "Partnering with the brand that he founded is a wonderful way to celebrate his Davis Cup legacy."
Fred Perry was established in 1952 and has maintained a clear connection to tennis. The year 2027 will mark the brand’s 75th anniversary, which will be celebrated with the theme 'Fred Perry Retold.' The ongoing efforts of World Tennis have attracted significant commercial partnerships, with Fred Perry joining a notable group that includes presenting partner Generali, as well as Rolex, Visa, MG, Fage, Corpay, and Betsson.
The upcoming Davis Cup by Generali Final 8 will feature eight national teams competing for the championship, including three-time defending champions Italy and seven other nations from the recent Qualifiers 2nd Round.