Mercedes signs record WTA deal, becoming premier partner

The WTA has secured the biggest sponsorship in its history, naming Mercedes-Benz as its new premier partner. The long-term deal marks a major commercial milestone for women’s tennis.

The Women’s Tennis Association has announced a landmark partnership with Mercedes-Benz, which will become the tour’s new premier partner starting in January. The agreement is the most lucrative ever for the WTA. According to BBC reports, Mercedes will pay around US$50 million per year for up to ten years, potentially reaching a total value of US$500 million — far surpassing the WTA’s previous title sponsorship with Hologic, valued at US$18–20 million annually.

WTA Ventures CEO Marina Storti confirmed that the deal is the largest since the organisation’s founding in 1973 and a crucial step toward its goal of tripling tour revenues by 2029. Unlike traditional title sponsorships, the new structure offers greater flexibility: the tour will be marketed as the “WTA Tour Driven by Mercedes-Benz,” while maintaining a clean core brand identity. Mercedes will also replace Hologic’s branding on the net, becoming the most visible sponsor across the circuit.

The partnership grants Mercedes exclusive rights in the automotive category, a highly active sector in tennis. Existing agreements — such as Porsche’s title sponsorship of the Stuttgart Open or Lexus at the Eastbourne Open — will continue until expiry. In 2026, Mercedes branding will be present at 30 tournaments, with additional events joining from 2027 as older contracts phase out.

Storti highlights Mercedes’ global footprint, premium positioning and alignment with the WTA’s mission to advance women’s sport as key reasons behind the partnership. The company will also supply official vehicle fleets at most events, a service valued by players.

The deal follows rapid commercial growth under WTA Ventures, launched in 2023. Revenues have risen 24% in its first year, with recent additions to the partner roster including Gillette Venus, Saudi Arabia’s Public Investment Fund, Morgan Stanley, Rolex and Corpay. Despite securing one of the biggest assets in world tennis, the WTA sees further expansion ahead, with multiple ongoing negotiations and several sponsorship categories still open.