Mercedes-Benz to become long-term partners of WTA Tour from 2026

The Mercedes-Benz has signed a landmark agreement with the WTA Tour that will see it become the “Premier Partner and Exclusive Automobile Partner” of the women’s tennis circuit, starting January 1, 2026.

What the partnership includes

• Mercedes-Benz will supply a luxury chauffeured fleet for players, officials and guests at WTA tournaments — enhancing the travel and off-court experience at events.
• The deal covers around 30 tournaments in 2026, including WTA 1000, 500 and 250 events.
• The partnership carries an ambition to create a “premium experience” for all involved — from athletes to fans — and to elevate women’s tennis on the global stage.

Significance for Women’s Tennis

• According to WTA leadership, the deal marks the most significant sponsorship in WTA history, aligning a prestigious global brand with the growing momentum of women’s sport.
• The partnership is seen as a major commitment to raising visibility, resources and the overall profile of women’s tennis worldwide — potentially inspiring greater investment and fan engagement.
• As part of the announcement, noted tennis figures such as Billie Jean King praised the move, saying a global brand like Mercedes-Benz backing the WTA reinforces the importance of women’s sport.

What’s Changing — and What to Watch For

• Mercedes-Benz replaces the previous WTA title partner (which reportedly paid far less per year), indicating a significant commercial upgrade.
• On-site branding will likely increase, including presence on net posts, courtsides, and possibly exclusive hospitality and fan-engagement activations tied to Mercedes-Benz.
• The scale of the deal — potentially spanning a decade — suggests a long-term commitment, which could provide the WTA with stability, better tournament infrastructure, and enhanced global appeal.

This partnership appears to mark a new chapter for women’s tennis — combining the prestige of a global luxury brand with the athletic excellence of the WTA Tour. If all goes well, it could boost investment, visibility, and the overall experience at WTA events worldwide.