Louis Vuitton takes hold of the Australian Open’s top prize

The infiltration of tennis by luxury labels is complete following today’s announcement of French brand Louis Vuitton as the Official Trophy Trunk Partner of the Australian Open in 2024.

The maker of instantly recognisable luggage, red carpet clothing for Zendaya and Cate Blanchett and $10,200 sneakers (that’s $10,140 more than a pair of Dunlop Volleys) has built trophy-sized trunks for the winners of the men’s and women’s finals, covered in the brand’s signature monogram.

The Daphne Akhurst Memorial Cup for women and Norman Brookes Challenge Cup for men trophy cases by Louis Vuitton in partnership with the Australian Open. 

Anyone who has seen a toddler on Christmas morning knows that the wrapping can be more exciting than the present, so expect winners at Melbourne Park to find their inner child on centre court on January 27 and 28.

“As one of only four Grand Slams in tennis, and the only one in the Asia Pacific region, the Australian Open is a premium brand ideally placed to partner with luxury house Louis Vuitton,” says Cedric Cornelis, chief commercial officer Tennis Australia.

The trophy cases will be displayed during the finals and at the presentation ceremonies.

“With spectacular sound and light shows, and the centre court wrapped in 360-degree LED digital walls, we have the unique ability to build a theatrical experience around our trophy presentations which will be further elevated with the inclusion of these beautiful bespoke trophy trunks,” Cornelis says.

Handcrafted at Louis Vuitton’s workshops outside of Paris, the trunks for the Norman Brookes Challenge Cup for men and the Daphne Akhurst Memorial Cup for women feature brass details, leather trim and locks used by the company since the 1860s.

The cases’ blue microfibre lining nods to the Australian Open colours, with the tournament’s white AO logo discreetly positioned on the underside of the lid. Front panels painted with a V – for victory and Vuitton – are more prominent.

“We are proud to announce this new partnership with the first Grand Slam tournament of 2024, which once again shows that victory travels in Louis Vuitton,” Pietro Beccari, chairman and chief executive of Louis Vuitton said in a press release.

“For more than 170 years, the maison has been creating trunks that embody excellence, creativity and audacity, all values we share with the world’s greatest sporting events.”

Spanish player Carlos Alcaraz was made a Louis Vuitton ambassador in June. Italian player Jannik Sinner carried custom Gucci bags at Wimbledon and here at the US Open in September.Credit: Getty

Along with making a trophy case for this year’s Rugby World Cup, Louis Vuitton found its way onto highly visible winner’s podiums with custom cases for the French Open in 2017 and 2018, the FIFA World Cup in 2022 and multiplayer video game World Championship of League of Legends in 2019 and 2020.

“We are delighted with the stunning hand-crafted custom trunks created for our historic Australian Open trophies,” Craig Tiley, Tennis Australia chief executive said in the release.

“The Australian Open and Louis Vuitton both share a commitment to unparalleled excellence and innovation, while retaining great respect for history, tradition and the celebration of legendary achievement and skill.”

While sportswear brands such as Nike, Adidas and Fila continue to dominate players wardrobes during matches, luxury labels have found ways to capitalise on international tennis coverage beyond the trophy cabinet.

Following a partnership with 2019 and 2021 Australian Open winner Naomi Osaka, Louis Vuitton signed Spanish player Carlos Alcaraz as an ambassador in June.

Louis Vuitton faced competition in the race for luxury dominance at Wimbledon in July when Italian player Jannik Sinner carried a tan and brown custom duffle bag by rival Gucci. Sinner followed this with a blue custom Gucci carry-all at the US Open in September.

Should Sinner win the 2024 Australian Open, the game won’t be over immediately after match point. Expect a battle of the brands as Sinner decides whether to reach for the Louis Vuitton or the Gucci.

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