The Women's Tennis Association (WTA) has today unveiled German car brand Mercedes-Benz as its new top-tier premier partner in a long-term partnership beginning in 2026.
The women’s circuit will be known commercially as ‘WTA Tour Driven by Mercedes-Benz’ from January 1, with the car manufacturer to invest $50 million per year into women’s tennis for up to 10 years, according to public-service broadcaster the BBC.
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The premier partner category will replace the organization’s title sponsor tier. The WTA’s current title sponsor is Hologic, the international medical device firm, under a four-year agreement struck in March 2022.
That deal saw the WTA secure a title sponsor for the first time since 2010 and represented the first major sports partnership for Hologic.
At the time, the deal was claimed to be the largest global sponsorship in WTA history, with GlobalData Sport valuing it at around $20 million per year.
The value of the new Mercedes-Benz agreement is expected to surpass that and has been described as "the most significant in WTA history."
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By GlobalDataIt will represent the biggest commercial deal for WTA Ventures, which oversees the commercial and media rights operations of the women's tennis tour, since being formed in March 2023 as part of a strategic partnership between the organisation and the CVC Capital Partners fund.
Global sports, music, and entertainment company Wasserman, through its US rights sales team, acted as sales agent to WTA Ventures through the deal process, with additional support provided by global sports marketing agency IMG.
Mercedes-Benz will additionally serve as the WTA’s exclusive automobile partner and have a presence at WTA 1000, 500, and 250 tournaments, with net sponsor exclusivity across all events.
The brand will be visible at approximately 30 tournaments in 2026, with more planned from 2027, and will debut on the net post sign at the Abu Dhabi Open, as well as the Ostrava Open in the Czech Republic, from January 31 to February 7, 2026.
Mercedes will also supply vehicles for WTA events and is expected to sign several players to individual endorsement deals, with American star and world number three Coco Gauff recently announcing a new partnership with the brand.
The luxury car company has a long history in tennis, having sponsored the men’s ATP Tour for 12 years until 2008.
Mercedes-Benz also held naming rights to the Stuttgart Open ATP Tour 250 tournament for over 40 years, which was known as the Mercedes Cup between 1978 and 2021.
The WTA and Mercedes-Benz are seeking to use the partnership to give women’s tennis “even greater visibility and accelerate its strong worldwide growth.”
Marina Storti, CEO of WTA Ventures, commented: “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 perfectly aligns with this ambition.”
