AUCKLAND, Today: ASB is hitting a huge milestone in 2026—30 years as the principal partner of the ASB Classic. That’s one of the longest-running commercial partnerships in NZ sport.
They first jumped in as title sponsor of the WTA event back in 1996, and haven’t looked back. Since then, ASB’s played a massive part in turning the Classic into Auckland’s standout tennis event.
Over three decades, the tourney’s pulled in over 90,000 fans each summer, hosted Grand Slam champs like Serena and Federer, and poured millions into Auckland’s economy.
To mark the milestone, the ASB Classic is getting a bold new look ahead of the 2026 event—ushering in a fresh era while honouring its legacy.
The refreshed identity, developed by Likeminds, is bright, confident and proudly local. It captures the buzz, the energy, and that uniquely Aotearoa vibe the Classic is known for.
Tournament Director Nicolas Lamperin says, “ASB’s unwavering support over three decades has been nothing short of extraordinary. Their commitment has helped shape the ASB Classic into the iconic event it is today.
“We’re proud to be celebrating 30 years of partnership with the ASB Classic. This tournament is a standout event in New Zealand’s summer calendar.” – Rebecca James
“As we look to the future, we’re proud to unveil a new brand identity that embodies who we are now — vibrant, premium, and uniquely local.”
ASB’s Rebecca James adds, “We’re proud to be celebrating 30 years of partnership with the ASB Classic. This tournament is a standout event in New Zealand’s summer calendar.
“As well as bringing joy to so many people, it delivers significant economic benefit to Tāmaki Makaurau through the boost in consumer spending.
“We’re excited for the 2026 tournament which is set to draw thousands of fans together from across Aotearoa.”
The new look also digs deeper into place. Inspired by its home at Grafton Gully, the identity draws from its natural and cultural roots—like the stream that once flowed there and the tūī still flitting through the bush.
Creative leads Damian Alexander and Noel Blackwell explain, “We were charged with capturing the essence of a very layered event into an updated brand identity and story.
“We were charged with capturing the essence of a very layered event into an updated brand identity and story.” – Damian Alexander and Noel Blackwell
The new identity speaks to the tournament as more than just a sporting event, but as an unmissable ritual of rhythm, connection, hospitality and excellence in the Tāmaki Makaurau summer season.
“Taking a proud heritage brand like the ASB Classic, and adapting it for the modern world of tennis and event promotion was exciting, bringing in layers enriched by our unique cultures and values as a host was an honour.
“Helping the ASB classic take its natural next step into the future was a challenge that we were very excited to take on and a story we feel privileged to carry on developing with the team.”
To top it all off, Pacific Team Sports is on board as the new merch partner. That means exclusive Nike gear is coming—both online and at the venue.
The new branding will pop up across every touchpoint—from signage and socials to broadcast and the grounds—before the 2026 ASB Classic kicks off on 5 January at Manuka Doctor Arena.
Tickets drop in August, with player announcements on the way.
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