The Women’s Tennis Association, the international body that operates the WTA Tour, has confirmed a long-term global partnership with Mercedes-Benz, the German luxury automotive brand.
The agreement introduces a rebranded circuit titled the WTA Tour Driven by Mercedes-Benz, which will take effect on January 1, 2026, and represents the most significant commercial deal in the WTA’s history.
Under the partnership, Mercedes-Benz becomes the premier partner and exclusive automobile partner of the Tour. The brand will secure a major presence across WTA 1000, 500, and 250 tournaments, spanning on-site branding, player transport services, guest fleet operations, and a full suite of global marketing rights. Integrated visibility across broadcast, digital platforms, and event environments will establish Mercedes-Benz as a central part of the Tour’s commercial identity.
The collaboration will also introduce new fan engagement initiatives and hospitality programs aimed at elevating the spectator and player experience. Mercedes-Benz will activate premium touchpoints at events worldwide, while the WTA will incorporate the brand into its broader digital and promotional ecosystem.
Marina Storti, CEO of WTA Ventures, said, “We are truly excited to welcome Mercedes-Benz as the Premier Partner of the WTA Tour. 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.
“Securing such a strong and trusted partner is a pivotal moment for WTA Ventures as we continue our journey to accelerate the growth of the WTA as the stage where women’s tennis shines, and Mercedes-Benz – synonymous with timeless elegance, innovation, and an uncompromising dedication to excellence – perfectly aligns with this ambition. We are proud to join forces with such an exceptional brand as we enter this exciting new era for women’s tennis.”
Mathias Geisen, Member of the Board of Management of Mercedes-Benz Group AG, Marketing and Sales, added, “Tennis has always been close to our hearts at Mercedes-Benz – a sport defined by dedication, responsibility, and self-confidence. 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.”
Billie Jean King, founder of the WTA, continued, “From the day we founded the WTA, our mission was to ensure that every girl, every woman, could have a place to compete, be recognised 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.”
Both organisations have stated that the shared objective is to accelerate the visibility and global growth of women’s tennis. Mercedes-Benz will be present at approximately 30 tournaments in 2026, with expansion planned from 2027. The first appearance of the new partnership will be at the Mubadala Abu Dhabi Open and the Ostrava Open from January 31 to February 7, 2026, where the Mercedes-Benz star will feature on the net post signage. The company will also provide exclusive vehicle fleets and driving experiences at each event.
The agreement complements Mercedes-Benz’s broader presence in tennis and follows the appointment of Coco Gauff, the reigning French Open champion, as a global brand ambassador. It also arrives as the WTA moves through a period of strong commercial momentum, marked by increased global fan engagement, a refreshed brand identity, and record prize money commitments for the 2025 season.
The deal was facilitated by Wasserman’s U.S. Rights Sales team on behalf of WTA Ventures, with additional support from IMG.
Further details on activation plans and expanded integrations will be released ahead of the 2026 season. The WTA Tour Driven by Mercedes-Benz will debut at the season-opening events in January 2026, with new branding rolled out across venues, broadcasts and digital properties worldwide.
