Mercedes-Benz and the Women’s Tennis Association (WTA) have unveiled the largest sponsorship agreement in the 52-year history of women’s professional tennis, and one of the richest single-brand deals ever struck in women’s sports. Announced on December 10, 2025, the multi-year partnership, which begins January 1, 2026, elevates Mercedes-Benz to the role of Official Premier Partner and Exclusive Automobile Partner of the WTA. While exact financial terms remain undisclosed, multiple sources close to the negotiations confirm the deal is worth approximately $50 million per year.
WTA’s outgoing title sponsorship with the U.S.-based medical technology company Hologic will expire at the end of 2025, paving the way for the German luxury automaker to take centre stage. It’s a massive moment for women’s tennis and the WTA’s long fight for commercial credibility. The timing could hardly be better. Women’s tennis is riding a wave of unprecedented popularity, driven by a new generation of global superstars.
The partnership will include:
- Court-side branding at all WTA 1000, 500, and 250 events worldwide
- Prominent net-post signage (debuting at the Mubadala Abu Dhabi Open in late January 2026)
- Fleet of vehicles for players, officials, VIP transport, and tournament operations
- Extensive digital, broadcast, and hospitality rights
- Collaborative content and player-ambassador activations
- Collaborative content and player-ambassador activations
Mercedes-Benz’s iconic three-pointed star will become a fixture on the women’s tour in the same way it has been at the US Open for quite some time now.
What happens to the existing tournament-level Auto Sponsors?
Tournaments with existing deals with other car brands, such as the Stuttgart Tennis Grand Prix, which Porsche sponsors, will continue with their current partnerships. At those tournaments, the net post sign will feature a WTA logo.
Billie Jean-King and Mathias Geisen Share Their Voices
Billie Jean King, the founder of the WTA and eternal champion of equality in sport, hailed the agreement as transformative. She said, “This is a very significant partnership for the WTA. Mercedes-Benz’s long-term commitment and belief will ensure a bright future for the WTA as it continues to be the global leader in women’s professional sports.”
Mathias Geisen, Head of Mercedes-Benz Brand Experience, framed the move as both strategic and philosophical:
“Tennis has always been close to our hearts. This partnership reflects our strong commitment not only to the sport, but also to the values it represents: performance, precision, and progress.”
Main photo credit: Eric Bolte-Imagn Images
