The Davis Cup by Generali unveiled Fred Perry as its new global apparel partner the tennis tourney.

The multi-year partnership sees the iconic sportswear and fashion brand become the official outfitter of the world’s premier competition in men’s team tennis, providing uniforms for ball kids and officials at the Final 8 from 2026, and all Qualifier ties from 2027.

The uniforms will showcase Fred Perry’s latest sportswear collection, bringing the iconic Laurel Wreath back to the professional tennis court.

“We are delighted to welcome Fred Perry to the Davis Cup family – another huge global partner that elevates our competition even further,” World Tennis CEO Ross Hutchins said.

“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. We look forward to working with the team from Fred Perry at the Davis Cup Final 8 in Bologna in November.”

Fred Perry’s association with Davis Cup pre-dates the founding of the brand, with the man himself having been one of the most successful players in the competition’s history. A Davis Cup champion in four consecutive years from 1933 to 1936, Perry still holds the record for most Davis Cup matches won for Great Britain (45).

Perry founded his sportswear company in 1952, and the brand has remained closely involved with tennis ever since. Next year will mark Fred Perry’s 75th anniversary, which the brand is marking with ‘Fred Perry Retold’ as its creative direction for the year.

World Tennis has built significant Davis Cup commercial momentum throughout 2026, and Fred Perry joins a growing portfolio that includes presenting partner Generali as well as Rolex, Visa, MG, Fage, Corpay and Betsson.

Richard Gilmore, Managing Director, Fred Perry, 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.”

The 2026 Davis Cup by Generali Final 8 (24-29 November) will see eight national teams battle to be crowned world champions over one thrilling week in Bologna. Three-time defending world champions Italy will be joined by the seven winning nations from last month’s Qualifiers 2nd Round ties: Czechia, Canada, Korea, Rep., Great Britain, Germany, Austria and Spain.