WTA Signs $500M Pact With Mercedes-Benz: Premier Partner, Exclusive Auto Spot
Wednesday, December 10, 2025 at 05:44PM By Barry Janoff
Photo: WTA, MercedesDecember 10, 2025: Calling it the most significant deal in its history — and among the most impactful in the history women’s sports — the WTA has signed a multi-year deal with Mercedes-Benz to become its premier and title partner as well as its exclusive automobile partner.
The “WTA Tour Driven by Mercedes-Benz” partnership begins Jan. 1, 2026.
Mercedes-Benz replaces Hologic, which has been the WTA's presenting partner since March 2022. At the time, the WTA and medical tech company Hologic unveiled the Holgoic WTA Tour in what was called a “landmark partnership.”
Financial terms were not disclosed. The deal was valued at $500 million — $50 million a year for upward of ten years by industry analysts..
The alliance has been agreed with the WTA’s commercial arm, WTA Ventures, and brokered by global sports, music and entertainment management firm Wasserman as its sales agency of record “to help supercharge its continued growth.”
“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,” Billy Jean King, WTA co-founded, said via the tennis organization.
“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.”
The partnership will see the Mercedes-Benz logo center-court at some 30 WTA Tour Driven by Mercedes-Benz 1000, 500 and 250 tournaments 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 Feb. 1-7, 2026.
Mercedes-Benz said it “aims to create unique experiences for players, fans and guests. The partnership underlines Mercedes-Benz’s ambition to elevate sport on a global stage and its commitment to empowering women, inspiring the next generation of players and fans.”
On-site, Mercedes-Benz will provide an exclusive fleet of vehicles for players, officials and guests and will enable a unique driving experience at each tournament.
The WTA partnership follows on the heels of Mercedes-Benz signing Coco Gauff as a global brand ambassador (pictured).
Mercedes-Benz previously sponsored the men's ATP Tour from 1996 to 2008 and is an official sponsor of the U.S. Open.
Photo: Mercedes-Benz“We are truly excited to welcome Mercedes-Benz as the Premier Partner of the WTA Tour,” Marina Storti, CEO of WTA Ventures, said via the group. "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.”
WTA and Mercedes-Benz said the “common goal of both the WTA and Mercedes-Benz is to give women’s tennis even greater visibility and accelerate its strong worldwide growth. As well as championing its incredible athletes, the WTA uses its platform to deliver positive impact beyond sport, inspiring the next generation and supporting communities worldwide with advocacy and action for women’s health and empowerment.”
“Tennis has always been close to our hearts at Mercedes-Benz — a sport defined by dedication, responsibility and self-confidence,” Mathias Geisen, member of the Board of Management of Mercedes-Benz Group AG, Marketing and Sales, said via the automaker.
“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.”
WTA Seeking New Premier Partner To Replace Hologoic, Hires Wasserman
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