WTA Announces New Multi-Year Partnership With Mercedes-Benz

The WTA and Mercedes-Benz have confirmed a major long-term partnership that marks one of the biggest commitments ever made to women’s tennis. The announcement was made at the Mercedes-Benz Museum in Stuttgart, and the partnership will officially start on January 1, 2026. The first appearance of the new branding will be seen on the net post signs at the Mubadala Abu Dhabi Open in the UAE and the Ostrava Open in the Czech Republic from February 1–7.

According to reports, Mercedes-Benz plans to invest nearly half a billion dollars into women’s tennis over the next 10 years. This makes it a much larger investment than the previous sponsorship from Hologic, a women’s health technology company, which provided USD 20 million per year since 2022. The Hologic partnership will end on December 31.

Under the new agreement, Mercedes-Benz becomes the WTA Tour’s exclusive automobile partner. As part of the deal, the company will provide a dedicated fleet of vehicles for players, officials, and VIP guests during tournaments. The brand will also have a strong presence at around 30 WTA events next year, including WTA 1000, 500, and 250 tournaments. Even more event participation is planned from 2027 onward.

WTA founder Billie Jean King welcomed the partnership, saying it supports the original mission of the WTA — to give every girl and woman a place to compete, succeed, and earn a living from the sport they love. She said that having a global brand like Mercedes-Benz support women’s tennis sends a powerful message that women’s sports are important and deserve global recognition and investment.

Mercedes-Benz is no stranger to tennis. The company previously sponsored the men’s ATP Tour from 1996 to 2008 and is also an official sponsor of the US Open. This new partnership with the WTA marks its return to the tennis world in a major way and highlights its commitment to the growth of women’s sports.

With such a large investment and strong global branding, the partnership is expected to greatly support the WTA’s growth, enhance tournament experiences, and give women’s tennis even more visibility around the world.