WTA Signs Landmark Sponsorship Deal with Mercedes-Benz

The WTA and Mercedes-Benz have announced that they have entered into a new, long-term partnership, in what is potentially one of the largest partnership deals in global women’s sport.

The “WTA Tour Driven by Mercedes-Benz” partnership will begin from January 1, 2026.

Through the partnership, the WTA and Mercedes-Benz aim to give women’s tennis greater visibility and accelerate its worldwide growth, by empowering women and inspiring the next generation of players and fans.

As the Premier Partner and Exclusive Automobile Partner of the WTA, Mercedes-Benz will be present at WTA 1000, 500 and 250 tournaments from 2026, and it is seeking to create unique experiences for players, fans and guests alike.

“We are truly excited to welcome Mercedes-Benz as the Premier Partner of the WTA Tour,” said WTA Ventures CEO Marina Storti. “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.”

“Tennis has always been close to our hearts at Mercedes-Benz — a sport defined by dedication, responsibility and self-confidence,” said Mathias Geisen, member of the board of management of Mercedes-Benz Group AG. “As 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.”

The WTA’s Growing Momentum

The partnership with Mercedes-Benz, which has been agreed with the WTA’s commercial arm, WTA Ventures, is considered to be the most significant in WTA history. It continues the WTA’s growing momentum across the 2025 season, including increasing fan engagement, the launch of a new brand identity, and the awarding of the largest prize money payout in the history of both professional tennis and women’s sport (awarded to Elena Rybakina, singles champion at the 2025 WTA Finals Riyadh).

By becoming the Premier Partner and Exclusive Automobile Partner of the WTA, Mercedes-Benz will expand its global presence further at the highest level of international sport and in tennis. The partnership was officially announced at a press conference at the Mercedes-Benz Museum in Stuttgart on December 10.

Attending speakers included WTA Founder Billie Jean King, former tennis player Andrea Petković, Marina Storti, Mathias Geisen, Christina Schenck, vice president digital and communications at Mercedes-Benz AG, and WTA Chair Valerie Camillo, as well as Mercedes-Benz brand ambassadors and tennis stars Roger Federer and Coco Gauff, who joined virtually.

“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,” said King. “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.”

Mercedes-Benz Visibility

Mercedes-Benz will be represented at approximately 30 tournaments in 2026, with more planned from 2027. It will debut on the net post sign at the Mubadala Abu Dhabi Open (United Arab Emirates) and Ostrava Open (Czech Republic) from February 1—7, 2026.

On site, Mercedes-Benz will also provide an exclusive fleet of vehicles for players, officials and guests.

A Potential Commercial Merger with The ATP

It comes as talks reportedly intensify about a potential commercial merger between the men’s circuit (The ATP) and the WTA to create one unified body. In October, ATP President Andrea Gaudenzi hinted that a new Tennis Ventures joint organisation could be operational as soon as early 2027.

Meanwhile, Women’s World Number One Aryna Sabalenka will play against Men’s World Number 652 Nick Kyrgios in a ‘Battle of the Sexes’ exhibition match in Dubai on December 28.