At a press conference held at the Mercedes-Benz Museum in Stuttgart on Wednesday, the Women’s Tennis Association (WTA) and German automaker Mercedes officially announced a groundbreaking partnership in the WTA’s history: “The WTA Tour - driven by Mercedes-Benz.”
From January 1st, 2026 onwards, the German car giant will be present at WTA 1000, 500, and 250 tournaments, aiming to create unique experiences for players, customers, fans, and guests.
Moreover, the entities aim to elevate women’s tennis on a global stage, seeking even greater impact, visibility, and empowerment, inspiring new generations in the process.
“Tennis has always been close to our hearts at Mercedes-Benz, sport defined by dedication, responsibility, and self-confidence,” outlined Mathias Geisen, Member of the Board of Management of Mercedes-Benz Group AG, Marketing & Sales.
“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.”
Among the guests in attendance were Billie Jean King, founder of the WTA (1973), tennis legend Andrea Petkovic, as Mercedes-Benz brand ambassadors, and tennis stars Coco Gauff and Roger Federer.
“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,” commented King.
“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.”
On Monday, Mercedes revealed two-time Grand Slam champion Gauff as its new brand ambassador.
The 21-year-old American tennis player, currently ranked at world No. 3, said: “For me, tennis has always been about more than just winning. It’s about growth, passion, and determination. That’s why this partnership with Mercedes-Benz feels so special; we share the same drive and belief in pushing boundaries.”
Furthermore, the brand is an official sponsor of the US Open, a major that the 11-time titlist won in 2023 in front of her home crowd at 19.