New Delhi: The Women’s Tennis Association has announced a long-term global partnership with Mercedes-Benz, cracking a deal that could redefine the commercial landscape of women’s sport. In fact it has been described by the WTA as the most significant agreement in its history and the partnership has the potential to inject up to $500 million into women’s tennis over the next decade.
Under the agreement, Mercedes-Benz will become WTA’s premier partner, committing around $50 million per year for up to 10 years. The scale of the investment places the deal among the biggest ever seen in women’s sport and signals growing confidence from global brands in the commercial power of women athletes.
The announcement came at a time when women’s sport is already seeing growth both in terms of audience interest and financial backing. For WTA, the deal is also a major step moving forward as they have secured long-term stability after surviving several challenging years.
Driving the future of tennis 🤩
We’re thrilled to announce that Mercedes-Benz is the new Premier Partner and Exclusive Automotive Partner of the WTA Tour, starting in 2026 🤝 pic.twitter.com/vql7UIxQaB
— wta (@WTA) December 10, 2025
Major boost for equal prize money
One of the key outcomes of the Mercedes-Benz partnership is its role in supporting WTA’s push for equal prize money. The tour has committed to offering equal pay at combined men’s and women’s events by 2027 and at standalone women’s events by 2033.
Equal prize money has been a core value of the WTA since its founding back in 1973. Billie Jean King, who helped establish the tour and served as its first president also said the agreement sends a powerful message beyond tennis.
She described the partnership as proof that women’s sport is entering a new era where elite female athletes are respected, supported and given real opportunities to build sustainable careers.
Mercedes-Benz joins growing movement
Mercedes-Benz is no stranger to tennis as they have previously sponsored the men’s ATP Tour and are currently serving as an official partner of the US Open. The brand has also aligned itself with high-profile players with Coco Gauff joining a list of ambassadors that includes Roger Federer and Sloane Stephens.
The WTA deal comfortably surpasses the tour’s previous title sponsorship with Hologic, which brought in around $20 million annually. It also sits alongside other major investments in women’s sport such as Nike’s backing of women’s football and the NWSL’s record-breaking media rights agreement.
Partnership backed by long term investment plans
The partnership has been brokered by WTA Ventures who are the tour’s commercial arm with support from private equity firm CVC Capital Partners. CVC invested $150 million into women’s tennis in 2023 and is building towards a 20% stake in WTA Ventures.
WTA chair Valerie Camillo called the deal a global statement for women’s sport underlining the belief that this partnership is not just about sponsorship but about shaping the future of women’s tennis for years to come.