Billie Jean King applauds historic WTA, Mercedes-Benz partnership: “Far beyond tennis”

Women’s tennis is shifting into high gear, after reportedly inking the most significant partnership deal in WTA and women’s sports history.

The WTA announced Mercedes-Benz as its the tour’s Exclusive Automobile Partner and a Premier Partner. The new “WTA Tour Driven by Mercedes-Benz” set to launch officially on January 1, 2026, replacing medical device firm Hologic as the Tour’s title sponsor.

The announcement came at the Mercedes-Benz Museum in Stuttgart, where WTA founder Billie Jean King headlined a press conference celebrating the milestone. Leadership from WTA and Mercedes-Benz were in attendance, while brand ambassadors Roger Federer and Coco Gauff joined virtually.

Read More: Coco Gauff inks deal to become global brand ambassador for Mercedes-Benz

“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,” King said in a statement.

“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.”

Though the full terms weren’t disclosed, reports say Mercedes-Benz will invest $50 million annually for up to 10 years—a potential $500 million commitment that would make it the largest partnership deal in women’s sport. The National Women’s Soccer League (NWSL) unveiled a $240 million four-year media rights deal in 2023.

As the WTA’s Exclusive Automobile Partner, Mercedes-Benz will have a presence at around 30 events in 2026, spanning WTA 1000, 500 and 250 tournaments. The German car manufacturer will provide a fleet of vehicles for players, officials and guests, and promises “a unique driving experience” at each stop.

The deal adds to the WTA’s momentum following a transformative 2025 season, which started with the rollout of a new brand identity and finished by awarding the biggest prize money payout in the history of tennis to champion Elena Rybakina at the 2025 WTA Finals Riyadh presented by PIF.

Read More: WTA unveils new circuit structure with emphasis on pay parity

“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,” said Marina Storti, CEO of WTA Ventures.

“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.”