WTA and Mercedes-Benz agree to “most significant deal in WTA history – Tennis Now”
The WTA has appointed Mercedes-Benz as its premier partner and exclusive automotive partner in what is being called the most significant deal in its history.
The partnership with Mercedes-Benz, which has been agreed with WTA Ventures, the commercial arm of the WTA, was announced today at a press conference at the Mercedes-Benz Museum in Stuttgart.
Here’s more information about the deal from the WTA statement:
The partnership with the WTA will allow the Mercedes-Benz star to shine once again on tennis’s biggest stage. The star will play around 30 tournaments in 2026, with plans to play more starting in 2027, and will make his debut on the gridiron at the Mubadala Abu Dhabi Open (United Arab Emirates) and Ostrava Open (Czech Republic) from 1 to 7 February 2026.
On site, Mercedes-Benz will provide exclusive fleets for players, officials and guests and bring a unique driving experience to each event.
with WTA partners and new brand ambassadors Coco GoughMercedes-Benz underlines tennis’s influence as a global platform and its commitment to women’s sport.
Wasserman, a leading global sports, music and entertainment company, acted as sales agent for WTA Ventures in the transaction through its U.S. rights sales team, with additional support provided by global sports marketing agency IMG.
Billie Jean King, cultural icon and founder of the WTA Tour, said:
“From the day we founded the WTA, our mission has been to ensure that every girl, every woman, has a place to compete, be recognized for her achievements and make a living playing the sport she loves.
“Seeing a global brand like Mercedes-Benz stand with us sends a message far beyond tennis. It shows that women’s sport matters and that our athletes deserve to be seen, heard, and given a global platform to shine and inspire. I’m extremely proud to see the WTA move forward with our vision with purpose and passion.”
