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Post by : Maya Rahman
The Women’s Tennis Association (WTA) has partnered with Mercedes-Benz in a landmark agreement, heralding one of the highest commitments to women's tennis. The unveiling took place at the Mercedes-Benz Museum in Stuttgart, signaling that the partnership will commence on January 1, 2026. Fans can expect to see the new branding prominently displayed on net post signs at the Mubadala Abu Dhabi Open in the UAE and the Ostrava Open in the Czech Republic from February 1 to February 7.
Reports indicate that Mercedes-Benz is set to invest approximately $500 million into women's tennis over the next decade, far exceeding the $20 million annual sponsorship provided by the previous partner, Hologic, which will conclude on December 31.
As part of this new venture, Mercedes-Benz takes on the role of the WTA Tour’s official automobile partner. The agreement includes the provision of a dedicated fleet of vehicles for players, officials, and VIPs during tournaments. Additionally, the brand will feature prominently at around 30 WTA events in 2026, encompassing various tournament levels, with expanded participation planned from 2027 onwards.
WTA founder Billie Jean King expressed her enthusiasm for the partnership, emphasizing its alignment with the WTA's mission to empower girls and women to compete, thrive, and earn through the sport. She noted that the backing of a global brand like Mercedes-Benz sends a significant message regarding the importance and recognition of women’s sports.
Mercedes-Benz has a history with tennis, having sponsored the men’s ATP Tour from 1996 to 2008, and is currently an official sponsor of the US Open. This partnership with the WTA signifies a robust return to the tennis scene and underscores the company's dedication to advancing women's sports.
With such monumental investment and branding visibility, this alliance is anticipated to bolster the WTA’s development, enhance tournament experiences, and increase the global profile of women’s tennis.
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