UPDATE: In a landmark move for women’s sports, the WTA has confirmed that it is finalizing a multiyear partnership with Mercedes-Benz, set to become its premier partner starting in 2026. This groundbreaking deal is anticipated to be the largest sponsorship in the history of women’s sports, marking a significant shift towards greater investment in female athletics.
The announcement comes as WTA Finals took center stage in Riyadh, Saudi Arabia, where rising star Coco Gauff celebrated her victory against Qinwen Zheng on November 9, 2024. Industry experts are hailing this partnership as an “ideal strategic fit.” Former WTA CEO Anne Worcester stated, “There has never been a better time to invest in women’s professional sports. Partnering with the WTA makes perfect sense for a global luxury brand.”
The deal, described as a game-changer for the WTA, will grant Mercedes-Benz net sponsor exclusivity across all WTA tournaments, cementing its role in promoting women’s tennis on a global scale. Patrick McEnroe of ESPN remarked, “This is tremendous news for women’s sports….and proves yet again that tennis is globally red-hot.”
Details emerging from HARD COURT sources indicate that Mercedes-Benz will supply vehicles for WTA events and is expected to secure individual endorsement deals with several WTA players. This partnership replaces the current title sponsor, medical device company Hologic, which has contributed between $18 million and $20 million annually since 2022.
WTA spokesperson Amy Binder emphasized the organization’s ongoing commitment to exploring opportunities with leading brands to enhance the visibility and growth of the Tour and women’s professional tennis. “At this time, there is nothing to announce,” she stated, hinting at further developments to come.
As anticipation builds around this $20 million partnership, the WTA’s expansive reach across over 50 tournaments on six continents will likely offer Mercedes-Benz unparalleled access to an affluent and diverse audience. The deal is poised to reshape the landscape of women’s sports sponsorship, as luxury brands increasingly recognize the value of connecting with a passionate fanbase.
Stay tuned for more updates as this story continues to develop and the official announcement is expected shortly. This partnership not only underscores the WTA’s growing influence but also highlights the rising prominence of women in sports, making it a pivotal moment in the industry.
