Fred Perry has been named the new Global Apparel Partner of the Davis Cup by Generali as part of a new multi-year partnership with World Tennis.
The British sportswear brand will become the official outfitter of the men’s team competition, supplying uniforms for ball kids and officials at the Davis Cup Final 8 from 2026 and at all Qualifier ties from 2027. The uniforms will feature Fred Perry’s latest sportswear collection.
The partnership also renews a long-standing connection between Fred Perry and the Davis Cup. Perry was a key figure in Great Britain’s Davis Cup success during the 1930s, winning the competition in four consecutive years from 1933 through 1936.
Fred Perry returns to the tennis court
Perry’s connection with the Davis Cup began before the sportswear company bearing his name was established. He founded the business in 1952, and the brand has remained closely linked with tennis ever since.
The new partnership will see its distinctive Laurel Wreath return to the professional tennis court, with the deal coinciding with the brand’s 75th anniversary in 2027. Fred Perry will mark the anniversary under the creative direction “Fred Perry Retold”.
World Tennis has added the agreement to an expanding group of Davis Cup commercial partnerships for 2026. The competition’s existing portfolio includes presenting partner Generali, alongside Rolex, Visa, MG, Fage, Corpay and Betsson.
World Tennis CEO Ross Hutchins said the partnership was a natural fit given Perry’s history with the competition.
“We are delighted to welcome Fred Perry to the Davis Cup family – another huge global partner that elevates our competition even further. We could not think of a better fit – 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.”
Fred Perry Managing Director Richard Gilmore said the partnership would allow the brand to revisit its history in tennis.
“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.”
Final 8 heads to Bologna
The 2026 Davis Cup Final 8 will be held in Bologna from November 24-29, with eight nations competing for the crown.
Three-time defending champions Italy will be joined by the seven nations emerging from the Qualifiers 2nd Round: Czechia, Canada, Korea, Great Britain, Germany, Austria and Spain.
The new Fred Perry partnership will therefore make its first appearance at this year’s Final 8 before extending to the Qualifier stage from 2027.
