WTA Signs Sponsorship with Mercedes-Benz

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

Commencing on January 1, 2026, the “WTA Tour Driven by Mercedes-Benz” partnership establishes the luxury automotive brand as the Premier Partner and Exclusive Automobile Partner of the WTA Tour, representing a colossal commercial win for the women’s tennis organisation.

Underscoring the scale of the achievement, and noting about the partnership, WTA Ventures CEO, Marina Storti, said: “the partnership represents a shared vision and a powerful commitment to the future of women’s tennis.”

“Securing such a strong partner is a pivotal moment for WTA Ventures as we continue our journey to accelerate the growth of the WTA,” Storti said.

WTA founder, Billie Jean King, affirmed the social impact, noting the partnership sends a message that women’s sport matters and these athletes deserve to be seen, heard and given a global platform.

Secured by the WTA’s commercial arm, WTA Ventures, the deal is considered the most significant in WTA history.

The commercial benefit of the partnership is how the WTA gains a globally recognisable, blue-chip partner synonymous with excellence, while Mercedes-Benz expands its international presence and aligns its brand with the core values of performance, confidence, and gender equity in elite sport.

The commitment is designed to give women’s tennis greater visibility and accelerate its worldwide growth.

The partnership activation will be extensive, with Mercedes-Benz featured prominently at WTA 1000, 500, and 250 tournaments globally from 2026, including debut visibility on the net post sign at the Mubadala Abu Dhabi Open and Ostrava Open in February.

On-site, Mercedes-Benz will provide an exclusive fleet of vehicles for players, officials, and guests, creating unique premium experiences for all stakeholders.

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