Mercedes-Benz Becomes WTA Premier Partner

December 10, 2025, International Women's Tennis Association (WTA) reaches a commercial milestone: Mercedes-Benz will become its newest Premier Partner and Exclusive Automobile Partner effective January 1, 2026.

According to BBC, Mercedes-Benz's sponsorship of the WTA is valued at approximately $50 million per year, lasting 10 years. Industry insiders call it the largest deal in women's sports history.

WTA Ventures CEO Marina Storti said the deal makes WTA Ventures "firmly on track," aiming to triple revenue by 2029 compared to 2024.

According to the official press release, the Mercedes-Benz brand logo will first appear at the Abu Dhabi Open in February, be present at 30 tournaments in 2026, and expand further in 2027.

"Hard Court" reported that the WTA will buy out the car partnerships attached to some 250 and 500-level events, while larger tournaments may remain unaffected.The new agreement has been in preparation for months and took longer to finalize due to its complexity. One challenge was how to make Mercedes-Benz coexist with existing tournament-level car sponsors such as Porsche and Lexus.

The Mercedes-Benz partnership helps elevate the WTA brand image, including cross-industry marketing with fashion, design, and technology, deeper luxury collaborations, increased exposure in lifestyle areas, and reaching a broader audience beyond traditional tennis fans.

Two days ago, Orange Bay Sports reported that women's tennis player Coco Gauff has become Mercedes-Benz's new global brand ambassador.

| Source: Hard Court, BBC, SportsPro

| Image: Mercedes-Benz, WTA Official

| Editor: Esther