The WTA has named Mercedes-Benz its Premier Partner and Exclusive Automobile Partner in what it calls its most significant deal in history.
The partnership with Mercedes-Benz, which has been agreed to with the WTA’s commercial arm, WTA Ventures, was announced at a press conference at the Mercedes-Benz Museum in Stuttgart today.
Here is more on the deal, from a statement from the WTA:
The partnership with the WTA will make the Mercedes-Benz star shine once again on the biggest stages in tennis. The star will be present at approximately 30 tournaments in 2026, with even more planned from 2027, and will debut on the net post sign at the Mubadala Abu Dhabi Open (United Arab Emirates) and Ostrava Open (Czech Republic) from February 1-7, 2026.
On site, Mercedes-Benz will provide an exclusive fleet of vehicles for players, officials and guests and will enable a unique driving experience at each tournament.
With the WTA partnership and new brand ambassador Coco Gauff, Mercedes-Benz is underlining the impact of tennis as a global platform and its commitment to women’s sports.
Leading global sports, music and entertainment company, Wasserman, through its U.S. Rights Sales team, acted as sales agent to WTA Ventures through the deal process, with additional support provided by IMG, the global sports marketing agency.
Billie Jean King, cultural icon and original founder of the WTA Tour, 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.”
Great news for the Tour, who switches from Hologic to Mercedes in 2026, quite the jump up.
