The WTA and Mercedes-Benz have announced a major new long-term partnership that will begin on January 1, 2026, marking a significant commitment to the continued global growth of women’s tennis. Under the agreement, Mercedes-Benz becomes the Premier Partner and Exclusive Automobile Partner of the WTA, with the partnership branded as the “WTA Tour Driven by Mercedes-Benz.”
The collaboration aims to elevate the visibility and worldwide momentum of women’s tennis. Mercedes-Benz will be present at WTA 1000, 500 and 250 tournaments from 2026, creating “unique experiences for players, fans and guests” and supporting the shared goal of further global expansion.
WTA Ventures CEO Marina Storti said: “We are truly excited to welcome Mercedes-Benz as the Premier Partner of the WTA Tour. This long-term partnership represents a shared vision and a powerful commitment to the future of women’s tennis, and we look forward to working together to grow the sport.
“Securing such a strong and trusted partner is a pivotal moment for WTA Ventures as we continue our journey to accelerate the growth of the WTA as the stage where women’s tennis shines, and Mercedes-Benz — synonymous with timeless elegance, innovation and an uncompromising dedication to excellence — perfectly aligns with this ambition. We are proud to join forces with such an exceptional brand as we enter this exciting new era for women’s tennis.”
Mathias Geisen, Member of the Board of Management of Mercedes-Benz Group AG, Marketing and Sales, said: “Tennis has always been close to our hearts at Mercedes-Benz — a sport defined by dedication, responsibility and self-confidence. As worldwide premier partner, our new long-term partnership with the WTA reflects our strong commitment not only to the sport, but also to the values it represents.”
According to the release, “The partnership with Mercedes-Benz, which has been agreed with the WTA’s commercial arm, WTA Ventures, is the most significant in WTA history,” following a strong 2025 season marked by global fan engagement, a refreshed brand identity, and the biggest prize money payout ever awarded in women’s sport: Elena Rybakina’s title win at the 2025 WTA Finals Riyadh presented by PIF.
The WTA notes that its mission extends beyond competition, highlighting its commitment to “inspiring the next generation and supporting communities worldwide with advocacy and action for women’s health and empowerment.”
By joining the WTA as Premier Partner and Exclusive Automobile Partner, Mercedes-Benz expands its presence in global sport and builds on its long-standing relationship with tennis. The announcement was made at a press conference at the Mercedes-Benz Museum in Stuttgart with WTA leaders, athletes and Mercedes-Benz executives in attendance. Brand ambassadors Roger Federer and Coco Gauff joined virtually.
WTA Founder Billie Jean King said: “From the day we founded the WTA, our mission was to ensure that every girl, every woman, could have a place to compete, be recognized for her accomplishments and make a living playing the sport she loves. Seeing a global brand like Mercedes-Benz stand with us sends a message that echoes far beyond tennis. It says women’s sport matters and our athletes deserve to be seen, heard and given a global platform to shine and inspire. I am incredibly proud to see the WTA carrying our vision forward with purpose and passion.”
WTA Chair Valerie Camillo added: “Mercedes-Benz has long embraced the brand promise of ‘the best or nothing.’ It is significant that one of the world’s most iconic brands sees that same commitment to excellence in our athletes, our Tour and our vision for the future. With Mercedes-Benz, we look forward to a new, defining era of women’s tennis.”
Christina Schenck, Vice President Digital & Communications and Head of Investor Relations, Mercedes-Benz Group AG, said: “Our partnership with the WTA celebrates women who are redefining the future of sport — on and off the court. Their dedication and relentless pursuit of progress reflect our own commitment to innovation. By supporting their stories on a global stage, Mercedes-Benz aims to inspire new talent, engage fans and customers worldwide, and demonstrate what human potential can achieve.”
The WTA confirmed that the Mercedes-Benz star “will be present at approximately 30 tournaments in 2026, with even more planned from 2027,” debuting on the net post sign at the Mubadala Abu Dhabi Open (Jan 31–Feb 7, 2026), and the Ostrava Open (Feb 1–7, 2026). Mercedes-Benz will “provide an exclusive fleet of vehicles for players, officials and guests and will enable a unique driving experience at each tournament.”
The partnership also highlights Mercedes-Benz’s new global ambassador Coco Gauff and reinforces the brand’s commitment to women’s sport.
Wasserman served as the U.S. rights sales agent for WTA Ventures, with additional support from IMG.
