Coco Gauff Named Global Brand Ambassador for Mercedes-Benz

Coco Gauff’s off-court portfolio continues to accelerate. Days after topping Sportico’s list of the world’s highest-paid female athletes for the third consecutive year, the 21-year-old tennis star has been announced as a new global brand ambassador for luxury automaker Mercedes-Benz.

The partnership was unveiled Monday through a sleek social media campaign featuring Gauff in a series of poised, casual shots with a four-door Mercedes sedan. The caption, “Power. Precision. Play without limits,” underscored the alignment between the brand’s identity and Gauff’s on-court persona.

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In a statement, Gauff emphasized the natural synergy between her values and the Mercedes-Benz legacy. “For me, tennis has always been about more than just winning. It’s about growth, passion and determination. That’s why this partnership with Mercedes-Benz feels so special,” she said. “We share the same drive and belief in pushing boundaries.”

This deal further cements Gauff’s status as a premier global sports influencer. According to Sportico, she earned $23 million in endorsements in 2025 alone, bringing her total annual earnings over the $30 million mark for the second straight year.

The announcement follows a significant business move earlier this year. Prior to winning her second Grand Slam title at Roland Garros, Gauff left Roger Federer’s Team8 agency to launch Coco Gauff Enterprises, powered by WME. This shift was designed to give her greater ownership and strategic direction over her brand as she evolves “as an athlete, entrepreneur and change-maker.”

With this partnership, Gauff now joins an elite tier of tennis icons affiliated with the brand, including the legendary Roger Federer, who has served as a global ambassador for Mercedes-Benz for years.

The collaboration signals more than a typical sponsorship—it’s a merger of high-performance identities, positioning Gauff not just as a champion on the court, but as a forward-thinking leader in the world of sports business and luxury branding.

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