Howdy, y’all and Happy Tennis Tuesday! On Wednesday, the WTA announced Mercedes-Benz as its Premier Partner and Exclusive Automobile Partner in what’s being called “the most significant partnership in WTA history.” Starting January 1, 2026, the tour will officially become the “WTA Tour Driven by Mercedes-Benz.”
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While the full terms weren’t disclosed, reports indicate Mercedes-Benz will invest $50 million annually for up to 10 years, a potential half-billion-dollar commitment that is competitive with any women’s sports partnership, even media rights deals. For context, the National Women’s Soccer League’s four-year media rights deal in 2023 totaled $240 million.
Mercedes-Benz will have a presence at approximately 30 tournaments in the partnership’s first year, covering WTA 1000, 500, and 250 events. The German automaker will provide vehicle fleets for players and officials while promising unique driving experiences at each stop. By 2027, that footprint is expected to expand even further, with the Mercedes star making its debut on net post signage at the Mubadala Abu Dhabi Open and Ostrava Open in early February.
What made Wednesday’s announcement resonate wasn’t just the dollar figures, but the alignment of values by both parties. Mercedes-Benz board member Mathias Geisen spoke about tennis requiring discipline and dedication, while WTA Ventures CEO Marina Storti emphasized the partnership with a brand synonymous with elegance and excellence. Billie Jean King captured the significance most directly, noting that seeing a global brand like Mercedes-Benz stand with the WTA sends a message that women’s sport matters and that female athletes deserve recognition on a global stage.
The symbolism runs deep. King pointed out that Karl Benz engineered the first automobile in 1886, nearly coinciding with the birth of modern tennis. King then noted that Mercedes was Benz’s daughter, adding another layer of meaning to a partnership that centers women. Roger Federer, whose wife Mirka spent years on the WTA Tour, reflected on how the women’s game shaped his own understanding of tennis. He recalled seeing Mercedes-Benz’s star on nets and tournament cars early in his career, saying it felt like home as players traveled the globe.
Coco Gauff’s signing as a Mercedes-Benz global brand ambassador came just days after she topped Sportico’s list of highest-paid female athletes for the third consecutive year. Her presence at the Stuttgart announcement, though virtually, underscored the partnership’s generational dimension. Gauff spoke about how Mercedes-Benz and the WTA partnering together proves that the dreams of young girls in sports are worth investing in, adding that having a company invest in a woman of color like herself is particularly inspiring.
A massive theme of empowerment echoed throughout the event. WTA Chair Valerie Camillo connected Mercedes-Benz’s brand promise to the WTA’s founding principles, while Mercedes executive Christina Schenck emphasized sport’s power to connect people and spotlight role models who inspire the next generation.
This partnership couldn’t have come at a better time as it caps a transformative 2025 season for the WTA that included launching a new brand identity and awarding the biggest prize money payout in tennis history (to Elena Rybakina at the WTA Finals Riyadh). The tour has been building commercial momentum, growing fan engagement worldwide, and using its platform to champion women’s health and empowerment beyond the baseline. Mercedes-Benz brings not just financial resources, but a century-plus legacy in tennis (albeit their presence has been strongly skewed with the ATP). The brand has long been visible at tournaments, and now it’s consolidating that presence into a comprehensive partnership that aims to elevate the player experience, enhance fan engagement, and amplify women’s tennis globally.
BJK reminded everyone that the dream from day one was ensuring that any girl anywhere in the world who was good enough would have a place to compete, be recognized, and make a living playing tennis. This Mercedes-Benz partnership represents another major step toward that vision, providing the resources and visibility to attract new fans, inspire young players, and support the athletes who make the tour compelling week after week.
The question now isn’t whether women’s tennis can attract major global partners. It’s what the sport will do with this unprecedented level of investment and support.
On to links!
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This Week in Women’s Tennis
The WTA announced their Player Award winners:
Player of the Year: Aryna Sabalenka
Doubles Team of the Year: Katerina Siniakova/Taylor Townsend
Most Improved Player: Amanda Anisimova
Comeback Player of the Year: Belinda Bencic
Newcomer of the Year: Victoria Mboko
After six months away, Anhelina Kalinina won the first tournament of her comeback at the WTA 125 in Limoges, France.
As someone struggling long-term with tennis elbow, read this profile on Caty McNally and how the American overcame long injury breaks to rise over 800 spots this year and land Barbora Krejcikova as a doubles partner for next year.
Joanna Garland is a name you might not have heard about, but if her 2025 season is any indicator, you’ll be seeing plenty of the star from Chinese Taipei.
Polina Kudermetova is the latest Russian player to switch flags, this time transferring her nationality to Uzbekistan.
From Belinda Bencic’s quick rise back from maternity leave to Tatjana Maria’s biggest breakthrough, moms had a successful run in 2025.
Australian Open head Craig Tiley is apparently in final talks to take over as CEO of the USTA.
Speaking of USTA, the U.S. Open is formally listing their tournament as a three-week festival that includes the Fan Week:
Venus Williams, alongside Beyonce, Nicole Kidman and Anna Wintour, were named co-chairs of the 2026 Met Gala.
Emma Raducanu is rumored to be leaving Nike and joining Uniqlo next season.
If you still have some holiday shopping to do, Ben Rothenberg has tennis books that could make some great gifts for the tennis fan in your life.
Garbine Muguruza, who runs the WTA Finals Riyadh, was announced as a co-Tournament Director of the Mutua Madrid Open. Fingers crossed the tournament actually produce equality between the men and women as a result.
Victoria Mboko and Janice Tjen were two honorees of the ITF’s Class of 2025.
Pete Bodo discusses the question on whether or not a Rules Committee is needed on tour.
Alex Eala kicked off the 2025 Southeast Asia Games as the flag bearer for the Philippines.
Some college tennis bytes:
Brown University player Chloe Qin spoke about hiding in a closet while there was an active shooter over the weekend.
Former Oklahoma State head coach Chris Young taking an administrative role at his alma mater following his tenure ending early due to recruiting violations.
Jana Hossan hopes to repeat the collegiate success of Mayar Sherif as she begins her career at the University of Southern California.
Tweet of the Week
lol
| Mondays: Soccer |
| By: Annie Peterson, @AnnieMPeterson, AP Women’s Soccer |
| Tuesdays: Tennis |
| By: Joey Dillon, @JoeyDillon, Freelance Tennis Writer |
| Wednesdays: Basketball |
| By: Howard Megdal, @HowardMegdal, The IX Sports |
| Thursdays: Golf |
| By: Marin Dremock, @MDremock, The IX Sports |
| Fridays: Hockey |
| By: @TheIceGarden, The Ice Garden |
| Saturdays: Gymnastics |
| By: Lela Moore, @runlelarun, Freelance Writer |
