Mercedes-Benz Signs Massive Sponsorship Deal With the Women’s Tennis Association
Mercedes-Benz is the WTA’s newest long-term premier partner and exclusive automotive partner starting next year.
Starting next year, Mercedes-Benz will foray into yet another sport. No, it’s not motorsport. In fact, you won’t find anything motorized on these top-tier sports battlegrounds. It’s a new partnership between the nearly-century-old Stuttgart automaker and the Women’s Tennis Association.
As it stands, the partnership is set to start right at the very beginning of the new year: January 1, 2026. Mercedes-Benz already has sponsorships in tennis and golf, including “MercedesTrophy,” which Stuttgart claims is the “world’s largest global invitational series.” As of the time of this writing, Mercedes-Benz and the WTA say the automaker will be present at the WTA 1000, 500, and 250 tournaments next year.
‘WTA Tour Driven by Mercedes-Benz’
The CEO of WTA Ventures, Marina Storti, seemed particularly enthusiastic to have Mercedes-Benz as the exclusive automaker partner of the group. “We are truly excited to welcome Mercedes-Benz as the Premier Partner of the WTA Tour,” Storti said in a WTA press release. 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.”
Mathias Geisen, a member of the Mercedes-Benz Group AG board of management, was similarly excited to comment on the partnership. “Tennis has always been close to our hearts at Mercedes-Benz– a sport defined by dedication, responsibility and self-confidence,” said Geisen. “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.”
Mercedes-Benz also signed Women’s Tennis rising star Coco Gauff as the marque’s new global brand ambassador. “As the new global brand ambassador for Mercedes‑Benz, Coco Gauff represents a generation boldly forging its own path and redefining the game,” said a Mercedes-Benz press release promoting the partnership. Together with her, Mercedes‑Benz is creating moments that will last forever for fans worldwide.”
Photos: Mercedes-Benz, WTA
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