Mercedes-Benz, the German luxury automobile manufacturer, has appointed Coco Gauff, the American tennis star and reigning French Open champion, as its new global brand ambassador.
The partnership brings one of the most influential young athletes in world sport into the centre of the company’s global marketing strategy.
The agreement will see Gauff integrated across Mercedes-Benz’s international campaigns as the brand accelerates its shift toward luxury electric vehicles. She will feature in creative content, social storytelling, event appearances and lifestyle-focused initiatives supporting the company’s EQ electric mobility portfolio.
Christina Schenck, Vice President Digital & Communications and Investor Relations, Mercedes-Benz AG, said, “Coco Gauff is an exceptional athletic talent – focused, resilient, and unafraid to lead. As Mercedes-Benz embarks on an exciting new chapter in tennis, her impact both on and off the court makes her an outstanding ambassador. We’re honoured to welcome her to the Mercedes-Benz family and look forward to creating meaningful moments for fans worldwide.”
Coco Gauff, Mercedes-Benz Brand Ambassador, added, “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.”
The appointment extends Mercedes-Benz’s long-standing presence in tennis, following earlier collaborations with Roger Federer, Sloane Stephens and several major tournaments. Gauff strengthens that legacy at a time when her career is rising rapidly. She enters the 2026 season ranked third in the official women’s tennis ranking, with Grand Slam titles at the US Open in 2023, the French Open doubles in 2024 and the French Open singles in 2025.
Her partnership with Mercedes-Benz adds to a diverse commercial portfolio that includes New Balance, Barilla, Rolex, Bose, Head, Baker Tilly, UPS, flyExclusive, Fanatics, American Eagle, Carol’s Daughter and juice brand Naked, where she holds an equity stake. She also operates Coco Gauff Enterprises and has invested in the women’s basketball league Unrivaled.
The deal arrives during a period of significant commercial momentum for women’s tennis, with global viewership, sponsor interest and youth engagement all reaching new highs. For Mercedes-Benz, aligning with Gauff provides a direct connection to younger audiences and strengthens its visibility in one of sport’s most internationally diverse markets.
Gauff begins her 2026 season with events across North America, Europe and the Middle East, with early commitments in Australia ahead of the year’s first Grand Slam. Mercedes-Benz will introduce the first phase of campaign assets featuring Gauff in the coming months, timed around the sport’s peak summer calendar.
