Mercedes-Benz has announced a major long-term partnership with the Women’s Tennis Association (WTA), becoming the organisation’s Premier Partner and Exclusive Automobile Partner from 2026. The collaboration, unveiled in Stuttgart, aims to expand the visibility of women’s tennis on a global scale and strengthen the sport’s long-term growth.
Launching on 1 January 2026 under the joint slogan “WTA Tour – driven by Mercedes-Benz,” the agreement will see the manufacturer take a prominent role across WTA 1000, 500 and 250 tournaments. Mercedes-Benz will offer dedicated experiences for players, fans, customers and guests, who will see the brand featured at around 30 tournaments in 2026, with further events expected to be added from 2027.
Both organisations say the partnership is designed to create new touchpoints for engagement while supporting female athletes and inspiring future generations. Mercedes-Benz also emphasised that the collaboration aligns with its commitment to championing international sport and promoting excellence at elite level.
Mathias Geisen, Member of the Board of Management of Mercedes-Benz Group AG, said: “Tennis has always been close to Mercedes-Benz’s heart – a sport characterized by dedication, responsibility, and self-confidence. As a global Premier Partner, we are demonstrating not only our strong commitment to the sport, but also to the values that define it.”
Christina Schenck, Head of Digital & Communications and Head of Investor Relations at Mercedes-Benz AG, added: “Our partnership with the WTA celebrates the women who are redefining the future of sport – on and off the court. Their passion and drive for continuous improvement reflect our own commitment to innovation. We want to make their stories visible and showcase their potential, inspiring new generations on a global stage and reaching fans and customers worldwide.”
The agreement was formally announced at a press conference at the Mercedes-Benz Museum, attended by WTA founder Billie Jean King, former professional Andrea Petkovic, WTA Ventures CEO Marina Storti, WTA Chairwoman Valerie Camillo, and Mercedes-Benz brand ambassadors Coco Gauff and Roger Federer.
Storti welcomed the partnership, stating: “We are delighted to welcome Mercedes-Benz as a Premier Partner of the WTA Tour. This long-term partnership represents a shared vision and a strong commitment to the future of women’s tennis. We look forward to working together and advancing the sport. Gaining such a strong and trusted partner is a pivotal moment in our journey to accelerate the growth of the WTA stage and women’s tennis. Mercedes-Benz is synonymous with timeless elegance, innovation, and an uncompromising pursuit of excellence – and is a perfect fit for us. We are proud to be working with such an exceptional brand as we embark on this exciting new era for women’s tennis.”
Billie Jean King also emphasised the impact of the deal, saying: “Since the founding of the WTA, our mission has been to give every girl and woman the opportunity to compete, to receive recognition for their achievements, and to pursue a career in their sport. When a global brand like Mercedes-Benz stands by our side, it sends a message that extends far beyond the world of tennis: women’s sport matters. Female athletes deserve a global stage where they are seen and heard, and where they can shine and inspire others. I am incredibly proud that the WTA is driving this vision forward with determination and passion.”
The first WTA events to feature the Mercedes-Benz net star will be the Mubadala Abu Dhabi Open and the Ostrava Open, running from 31 January to 7 February 2026. The company will also provide an exclusive fleet of vehicles for players, officials and guests, further cementing its presence as the WTA’s primary automotive partner.
