WTA and Mercedes-Benz Announce Historic “Driven by” Partnership Starting 2026
STUTTGART, Germany — The Women’s Tennis Association (WTA) has secured the most significant commercial deal in its history, announcing a long-term partnership with Mercedes-Benz. Beginning January 1, 2026, the collaboration will officially brand the circuit as the “WTA Tour Driven by Mercedes-Benz.”
This landmark agreement designates the German luxury automaker as the Premier Partner and Exclusive Automobile Partner of the WTA. The partnership aims to elevate women’s tennis globally, providing a massive boost to the sport’s visibility following a record-breaking 2025 season.
A New Era for Women’s Tennis
The announcement was made Wednesday at the Mercedes-Benz Museum in Stuttgart, attended by WTA founder Billie Jean King, WTA Ventures CEO Marina Storti, and former German No. 1 Andrea Petkovic. Tennis icons Roger Federer and Coco Gauff also joined the event virtually to celebrate the union.
Under the new deal, the Mercedes-Benz star will become a fixture at approximately 30 tournaments in 2026, including WTA 1000, 500, and 250 events. The branding is set to debut on net posts at the Mubadala Abu Dhabi Open and the Ostrava Open from February 1–7, 2026.
Billie Jean King emphasized the cultural weight of the partnership:
“From the day we founded the WTA, our mission was to ensure that every girl, every woman, could have a place to compete… 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.”
Elevating the Fan and Player Experience
Beyond branding, the partnership focuses on logistics and experience. Mercedes-Benz will provide exclusive vehicle fleets for players, officials, and guests at tournaments, ensuring a seamless travel experience.
Marina Storti, CEO of WTA Ventures, called the deal a “pivotal moment” for the organization.
“This long-term partnership represents a shared vision and a powerful commitment to the future of women’s tennis,” Storti said. “Mercedes-Benz—synonymous with timeless elegance, innovation and an uncompromising dedication to excellence—perfectly aligns with this ambition.”
Building on 2025 Momentum
The deal arrives as the WTA rides a wave of unprecedented growth. The 2025 season concluded with a bold new brand identity and historic financial milestones, highlighted by Elena Rybakina securing the largest prize money payout in the history of professional tennis at the WTA Finals in Riyadh.
Mathias Geisen, Member of the Board of Management of Mercedes-Benz Group AG, noted that the partnership reflects the brand’s values.
“Tennis has always been close to our hearts at Mercedes-Benz… 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.”
With Coco Gauff serving as a brand ambassador, the partnership underscores a commitment to the next generation of athletes. As the tour heads toward 2026, the “WTA Tour Driven by Mercedes-Benz” promises to deliver greater impact, visibility, and empowerment for women’s sports on the global stage.
