Professional tennis has long attracted the attention of luxury brands seeking to align with elite athletes. The world’s highest-paid female athlete, Coco Gauff, has recently added another major partnership to her expanding portfolio.
Mercedes-Benz announced through its official Instagram account that it has welcomed a new global brand ambassador to the luxury automotive brand’s roster, further cementing the position of one of sport’s most marketable personalities.
Mercedes-Benz Welcomes Coco Gauff to Its Global Brand Ambassador Family
Mercedes-Benz revealed the partnership announcement with a post that read, “Power. Precision. Play without limits. We’re proud to welcome world-class tennis player Coco Gauff to the Mercedes-Benz family as a new global brand ambassador.” The announcement featured multiple images of Gauff, with the American sitting in the driver’s seat of a black Mercedes-Benz in one.
In other photographs, she held her tennis racket while juggling a tennis ball, creating a visual connection between her sport and the luxury automotive brand’s aspirational positioning. This partnership represents a significant milestone in Gauff’s already impressive off-court business ventures.
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At just 21 years old, the American tennis star has assembled one of the most extensive sponsorship portfolios in professional sports. Her existing partnerships span multiple industries and include major athletic equipment manufacturer New Balance and tennis racket company Head, for which she has served as an ambassador.
In the luxury sector, she maintains partnerships with Swiss watchmaker Rolex and premium audio brand Bose. Her fashion collaborations include Italian luxury house Miu Miu, while her health and wellness partnerships encompass natural hair care brand Carol’s Daughter and nutrition company Naked Smoothies. The Mercedes-Benz agreement adds to this already comprehensive list of brand associations.
Gauff’s Financial Dominance and Automotive Sponsorships in Professional Tennis
The trend of luxury automakers sponsoring elite tennis players extends across the professional circuit. American player Frances Tiafoe serves as a brand ambassador for Cadillac, a partnership that has included collaborative projects such as custom sneaker designs unveiled at the 2024 U.S. Open. Tennis legend Serena Williams has maintained a long-standing relationship with Lincoln, appearing in multiple campaigns for the luxury automaker since her initial partnership began in 2018.
Spanish sensation Carlos Alcaraz signed with BMW in June 2022, a relationship he recently extended in 2025 following his U.S. Open victory. British player Emma Raducanu was previously a Porsche brand ambassador; however, her arrangement with the German automaker has evolved in recent years.​
The financial metrics surrounding Gauff’s career demonstrate why major luxury brands compete for partnerships with her. According to Sportico’s 2025 rankings of the world’s highest-paid female athletes, Gauff earned a total of $31 million, securing the top position for the third consecutive year. Her compensation breakdown reveals the substantial weight of endorsement deals in her overall earnings: approximately $8 million came from prize money earned through tournament competition, while $23 million came directly from sponsorship and endorsement agreements.
This ratio highlights the significant impact of her marketing appeal on global brands. The Mercedes-Benz partnership grants the luxury automaker access to her substantial global audience. It positions the brand alongside an athlete who represents excellence both on the competitive court and within the business realm.
