The elite German automotive brand, Mercedes-Benz, has become the official premier partner and exclusive automobile partner of the Women’s Tennis Association, marking a historic long-term deal.
The announcement was attended by founder Billie Jean King and Swiss star Roger Federer at the Mercedes-Benz Museum in Stuttgart. The most prominent partnership for the WTA follows the brand’s announcement of World No. 3 Coco Gauff as its new global ambassador.
The WTA Lands Historic Deal With Mercedes-Benz With Global Ambassador Roger Federer in Attendance
As of January 1, 2026, Mercedes-Benz will become the new premier partner and automobile partner of the Women’s Tennis Association, succeeding Hologic, the American medical technology company that has been the title sponsor of the WTA since 2022.
The WTA, the official body for women’s tennis, was founded more than five decades ago, with legend Billie Jean King among its founders. For the historic deal, Jean King and Swiss icon Roger Federer were in attendance when the partnership was announced at the Mercedes-Benz museum in Stuttgart.
The notable deal from the high-end German brand aims to elevate the value of women’s tennis, as the brand is defined by engineering excellence, tradition, luxury, and innovation at its finest.
One of the members of the board management of Mercedes-Benz Group AG, Marketing and Sales, Mathias Geisen, shared his sentiments, adding, “Tennis has always been close to our hearts at Mercedes-Benz – a sport defined by dedication, responsibility and self-confidence. As the worldwide Premier Partner, our new long-term partnership with the WTA reflects our strong commitment not only to the sport, but also to the values it represents.” (via Forbes)
Roger Federer is in the Mercedes Benz Museum in Stuttgart for the announcement of the partnership between the car brand and the @WTA pic.twitter.com/NUYcaxCYy0
— Clay (@_claymagazine) December 10, 2025
Federer, whose wife, Mirka, also played on the WTA Tour, shared his thoughts on the landmark deal, highlighting its significance in the context of the history of the women’s tennis body.
He added, as per the Daily Express, “This is such a, maybe a pivotal moment, and important moment, in the WTA history, to sign long-term deals is not something that always comes around easily, especially not with incredible brands like Mercedes-Benz that I’ve had the chance and the luck to represent for a very long time as well.”
READ MORE: Coco Gauff Prepares To Top $31 Million Earning With Mercedes-Benz Move
While sharing her heartfelt gratitude and appreciation for the brand, as they share the same vision of elevating women’s sport, which is WTA’s primary goal, Jean King shared, “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.”
The Swiss legend has been the representative of Mercedes-Benz since 2008, and his sponsorship deal was extended in 2011 and again in 2014. The automobile giant is also a sponsor of the Laver Cup, a global indoor hard-court tournament founded by Federer’s management firm, TEAM8, in collaboration with Tennis Australia and billionaire businessman Jorge Paulo Lemann.
