WTA Announces Historic Partnership with Mercedes-Benz, “Most Significant Deal in Our History”

The Women’s Tennis Association (WTA) has secured what it describes as the most significant commercial partnership in its 50-year history, announcing a long-term global agreement with Mercedes-Benz that could inject up to $500 million into the sport over the next decade.

The German luxury automaker will become the WTA’s Premier Partner, committing an estimated $50 million annually to support the tour’s growth, athlete development, and its landmark goal of achieving full prize money equality across all events.

 

The deal, announced Wednesday, represents one of the largest single-sport investments in women’s sports history. It dwarfs the WTA’s current title sponsorship with Hologic, valued at $20 million annually, and surpasses recent benchmark agreements in other women’s leagues, such as the National Women’s Soccer League’s $240 million media rights deal.

WTA Chair Valerie Camillo called the partnership “a statement for women’s sport globally,” adding, “We’re excited to go on this journey with Mercedes.”

A central pillar of the partnership is accelerating the WTA’s roadmap to equal prize money. The tour has committed to achieving pay parity at combined WTA-ATP events by 2027 and at all other tournaments by 2033—a foundational goal since the organization’s founding by Billie Jean King in 1973.

“Equal prize money is so important and sends a really strong message,” King told BBC Sport. “This is a real partnership, and Mercedes are in it for the long term. Seeing a brand like that stand with us sends a message that echoes far beyond tennis.”

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The landmark deal was brokered by WTA Ventures, the tour’s commercial arm, which received a $150 million investment from private equity firm CVC Capital Partners in 2023. CVC, known for its successful partnerships with Formula 1 and the Six Nations, is building toward a 20% stake in WTA Ventures, signaling strong institutional confidence in the sport’s financial future.

The investment comes at a pivotal time for the WTA, which has worked to stabilize its finances after significant losses following the suspension of tournaments in China in 2021 and the relocation of the WTA Finals to Saudi Arabia.

A Synergistic Alliance

Mercedes-Benz is no stranger to tennis, having sponsored the ATP Tour from 1996 to 2008 and served as an official sponsor of the US Open. The brand also counts tennis icons like Roger Federer, Sloane Stephens, and newly signed ambassador Coco Gauff among its roster of athletes.

The partnership underscores the soaring commercial value of women’s sports, with Deloitte forecasting global revenue to reach $2.5 billion by 2030. For the WTA, this deal isn’t just about sponsorship—it’s a powerful accelerator for its mission, ensuring the next generation of players competes on a stage defined by equity, respect, and unprecedented opportunity.

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