ASB Classic refreshes brand identity to celebrate 30-year partnership

ASB is celebrating 30 years as the principal sponsor of Auckland’s premier tennis tournament with a new visual identity.

ASB first came on board as title sponsor in 1996 and over time, the event has grown to now drawing crowds of more than 90,000 fans and participants each summer, as well as Grand Slam champions such as Serena Williams, Roger Federer and Caroline Wozniacki.

Modern and confident

The logo was unveiled during an event on July 31 at Auckland’s Next Gen building, which overlooks the Manuka Doctor Arena tennis courts where the tournament is played every year.

Developed by creative agency Likeminds, the refreshed brand presents a modern, confident, and distinctly Aotearoa identity. 

As part of the creative process, a dedicated foundational story was created to anchor the ASB Classic in its unique setting at the base of Grafton Gully. Drawing from the cultural and natural heritage of the area — the stream that once flowed there, and the tūī that continue to thrive in its surrounding bush. 

ASB Classic 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. 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 executive general manager of business banking Rebecca James adds that the bank is 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.”

Capturing the essence

Creative leads Damian Alexander and Noel Blackwell say they were charged with capturing the essence of a very layered event into an updated brand identity and story.

“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.”

In addition to the rebrand, the ASB Classic is proud to welcome Pacific Team Sports as its official merchandise partner, with an exclusive range of Nike teamwear apparel and accessories available both online and onsite.

The refreshed brand will roll out across all platforms — including tournament collateral, digital channels, broadcast graphics and venue signage — in the lead-up to the 2026 ASB Classic, taking place January 5 to 17 at Manuka Doctor Arena. Tickets go on sale in August, with player announcements to follow soon.

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