Overview
- Beginning January 1, 2026, Mercedes‑Benz becomes the WTA’s Premier Partner and Exclusive Automobile Partner with a presence at roughly 30 tournaments, exclusive fleets for players and officials, and branding including net signage.
- Multiple outlets report the agreement could reach up to $500 million over a decade, or about $50 million per year, with a break clause reportedly available after six years.
- The deal was negotiated through WTA Ventures with support from CVC Capital Partners, reflecting the WTA’s expanded commercial model.
- Initial on‑court activation is set to debut at the Abu Dhabi Open in early February 2026, with tournaments tied to other car brands retaining existing arrangements and WTA net‑post branding at those events.
- Coco Gauff has been named a Mercedes‑Benz ambassador this week, and Roger Federer joined the Stuttgart announcement, while the partnership succeeds Hologic’s title sponsorship reportedly worth about $18–20 million annually.