The WTA has secured a landmark partnership with Mercedes-Benz, valued at $50 million per year for up to ten years, marking a significant investment in the future of women’s tennis. The agreement, announced at a press conference held at the Mercedes-Benz Museum in Stuttgart, will begin in 2026 and aims to elevate the sport’s global presence.
Mercedes-Benz will become the WTA Tour’s Premier Partner and Exclusive Automobile Partner, appearing at WTA 1000, 500, and 250 tournaments from 2026 onwards. The company will also provide a premium fleet of vehicles for players, guests, and officials, and each tournament will offer a curated driving experience inspired by Mercedes-Benz.
The deal arrives at a time of rapid expansion in women’s sports, with total revenue across women’s sports exceeding $1 billion last year, forecast to reach $2.5 billion by 2030. WTA Ventures, supported by CVC Capital Partners (which invested $150 million into women’s tennis in 2023), brokered the deal, with CVC now holding a 20 percent ownership stake in WTA Ventures, following its successful involvement in Formula 1 and other major sports leagues.
Coco Gauff, a brand ambassador for Mercedes-Benz, expressed her excitement about the partnership, stating, “The partnership with Mercedes-Benz feels super special to me, and I would like to thank you guys for supporting women’s tennis and their ambitions. I’m super excited for the next few years, breaking boundaries and pushing our sport in a great direction. I think it’s so cool and an important partnership for our sport.”
Billie Jean King, founder and first president of the WTA, emphasized the historical importance of the agreement: “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.”
The partnership extends beyond the financial investment; by 2027, combined events will offer equal pay, and by 2033, all non-combined tournaments will also provide equal prize money, marking a significant step forward in the sport’s long-term commitment to fairness. Mercedes-Benz previously supported the ATP Tour from 1996 to 2008 and is an official sponsor of the US Open.