Davis Cup Lands Fred Perry as Global Apparel Partner

One of tennis’ most recognizable logos is getting a much bigger stage.

Fred Perry has been named the new Global Apparel Partner of the Davis Cup by Generali, putting the British sportswear brand and its Laurel Wreath back on the professional tennis court in a major new multi-year deal.

Beginning with the 2026 Davis Cup Final 8 in Bologna, Fred Perry will outfit ball kids and officials. The partnership expands to all Davis Cup Qualifier ties beginning in 2027.

It is difficult to imagine a tennis partnership with a cleaner historical fit.

Before there was a Fred Perry shirt, there was Fred Perry the player. Perry helped Great Britain win four consecutive Davis Cup titles from 1933 through 1936 and still owns the British record with 45 Davis Cup match victories.

Source: Fred Perry

He founded the sportswear company in 1952, launching the now-iconic Fred Perry Shirt at Wimbledon. Nearly 75 years later, the Laurel Wreath has traveled far beyond tennis into fashion, music and British subculture — but the court has always remained part of its DNA.

“The Davis Cup is defined by heritage, national pride, and unmistakable tennis style - values that align naturally with our iconic position in the sport,” Fred Perry Managing Director Richard Gilmore said in announcing the partnership.

The timing is especially interesting. Fred Perry has been putting fresh energy behind tennis, with a current performance collection that includes shirts, shorts, dresses, skirts and other pieces created with input from the Fred Perry Tennis Trust and designed for play ranging from the grassroots level upward.

Source: Fred Perry

Now the brand gets an international tennis platform to match.

Fred Perry joins a growing Davis Cup commercial roster that includes Generali, Rolex, Visa, MG, Fage, Corpay and Betsson.

“We could not think of a better fit,” World Tennis CEO Ross Hutchins said, pointing to Perry’s history in the competition and calling the partnership a celebration of his Davis Cup legacy.

The first look arrives quickly. The 2026 Davis Cup Final 8 runs November 24-29 in Bologna, where defending champion Italy will be joined by Czechia, Canada, Korea, Great Britain, Germany, Austria and Spain.

For Fred Perry, however, this feels bigger than uniforms for officials and ball kids.

With the brand turning 75 in 2027, tennis suddenly sits squarely in the middle of the Fred Perry story again. The Laurel Wreath is coming home.

Sources: Davis Cup | Fred Perry

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