Umpires, line judges and ball boys and girls at this year's Wimbledon will all be decked out in navy blue and cream outfits carrying the logo of US fashion company Polo Ralph Lauren.
The 129-year-old tournament revealed on Wednesday that it has ditched its traditional purple and green outfits in favour of a sponsorship deal with the American company, which has become the tournament's official outfitter until 2010.
"We're always big believers in style and tradition but with innovation," said Ian Ritchie, the chief executive of Wimbledon organisers, the All England club.
"We are a very English institution and we say this is tennis in an English country garden, but it's a global sport event and we want to be international as well."
David Lauren, a son of Ralph, said: "We've come up with a look that everybody was really happy with, which was rooted in tradition, rooted in the classics of Wimbledon, yet very Ralph Lauren and very modern."
Steven Edwards, 24, a line judge from London, said he was pleased with the new look. "Ralph Lauren has done a very good job, it's a pleasure to be tailored for, it fits well, it's very stylish," he said.
"It's always nice to have something new and I'm very pleased with the design and the colours."