Mercedes-Benz has announced a long-term partnership with the Women’s Tennis Association (WTA), marking a significant expansion of its involvement in international sports. Under the agreement, the “WTA Tour – driven by Mercedes-Benz” will launch on January 1, 2026.

As Premier Partner and Exclusive Automobile Partner, Mercedes-Benz will be present at WTA 1000, 500, and 250 events, offering brand experiences for players, fans, and guests.

The collaboration aims to enhance the global visibility of women’s tennis and support the sport’s continued growth. It also reflects Mercedes-Benz’s broader strategy to strengthen its presence in high-profile sporting arenas and align with initiatives that promote women in sport.

The partnership was formally introduced at a press conference held at the Mercedes-Benz Museum in Stuttgart. Attendees included WTA founder Billie Jean King, tennis player Andrea Petković, WTA Ventures CEO Marina Storti, WTA Chair Valerie Camillo, and Mercedes-Benz executives Mathias Geisen and Christina Schenck. Brand ambassador Roger Federer was also present, with Coco Gauff joining virtually.

Tennis has always been close to our hearts at Mercedes-Benz, a sport defined by dedication, responsibility, and self-confidence. As the 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,” said Mathias Geisen, member of the board of management of Mercedes-Benz Group AG, marketing & sales

The partnership with the WTA’s commercial arm, WTA Ventures, is the most significant in WTA history, and continues the WTA’s strong growth momentum across the 2025 season, including growing engagement from fans worldwide, the launch of a bold new brand identity, and the award of the biggest-ever prize money payout in the history of both professional tennis and women’s sport.

The company said its collaboration with the WTA, along with the appointment of Coco Gauff as a brand ambassador, underscores its commitment to women’s sport and its view of tennis as an influential global platform.

Christina Schenck, Vice President of Digital & Communications and Investor Relations at Mercedes-Benz AG, said the partnership with the WTA celebrates women who are redefining the future of sport, on and off thecourt. 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.

WTA founder Billie Jean King said Mercedes-Benz’s involvement sends a strong message about the value of women’s sport and supports the WTA’s mission to expand visibility and opportunity for female athletes.

From 2026, Mercedes-Benz will be represented at around 30 WTA tournaments worldwide, with additional events expected in 2027. The partnership will debut at the Mubadala Abu Dhabi Open in the UAE and the Ostrava Open in the Czech Republic from 31 January to 7 February, where Mercedes-Benz will provide transportation fleets and on-site driving experiences.