The WTA Tour has secured a major new advertising deal. Icon Billie Jean King is thrilled.
It’s a big day for the Women’s Tennis Association (WTA). Starting in 2026, Mercedes will be making a major entry into women’s tennis as a premium partner and exclusive automotive partner.
Under the joint slogan “WTA Tour – driven by Mercedes-Benz,” the WTA Tour will take to the court in the future, as both partners announced at a press conference.
“This is the press conference of the century,” said former tennis player Andrea Petkovic as she opened the press conference as its moderator. It became clear how important this step is from the perspective of many players in women’s tennis. This was also illustrated by the invited guests. The audience included two absolute legends of tennis, Billie Jean King and Roger Federer.
Tennis icon Billie Jean King delighted with deal
Tennis icon King, who once founded the WTA, was enthusiastic about the new partnership: “Since the WTA was founded, our mission has been to give every girl and woman the opportunity to compete, receive recognition for their achievements, and turn their sport into a career.”
King explained: “When a global brand like Mercedes-Benz stands alongside us, it sends a message that goes far beyond the world of tennis: women’s sport is important.”
Coco Gauff as ambassador
Female athletes around the world deserve this stage, “where they can be seen and heard, and where they can shine and inspire,” King emphasized: “I am incredibly proud that the WTA is driving this vision forward with determination and passion.”
A current star of the tennis circuit is already benefiting from the deal. Coco Gauff was introduced as the new Mercedes brand ambassador. Starting next season, Mercedes will be present at 30 WTA 1000, 500, and 250 tournaments.
