In September, 2008, LACOSTE became the official sponsor of the Australian Open, as the exclusive supplier of the tournament on and off the courts, dressing the linesmen, the "officials" of the tournament and ball kids.

This partnership also included a retail space of 350 square meters on site. In November, LACOSTE extended for 5 years its partnership with the ATP as the official outfitter for apparel and footwear, ATP World Tour Finals, and dress and the linesmen and ball kids at the 2009 edition in London.