A 10-year deal has been signed and sealed between the Women’s Tennis Association and Mercedes.
The German car brand will be the Premier partner and will invest around £37.5 million per year into the organization.
The aim for this deal is to assist with tour commitments to have equal prize money at events where both men and women a participating from 2027 and at non-combined events by 2033.
Briefing the media during the announcements, American tennis great Billie Jean King said, “Women are making their mark now, and it’s just beginning.
“Equal prize money is so important and sends a really strong message.
“Can you imagine being a kid today, looking at all the different opportunities?
From 1996 to 2008, Mercedes-Benz sponsored the men’s ATP Tour, and they are the official sponsor of the US Open.
CEO of WTA Ventures Marina Storti expressed how excited she is about the new partnership and it’s a shared and a powerful commitment to the future of women’s tennis.
“We are truly excited to welcome Mercedes-Benz as the Premier Partner of the WTA Tour. This long-term partnership represents a shared vision and a powerful commitment to the future of women’s tennis, and we look forward to working together to grow the sport.
“Securing such a strong and trusted partner is a pivotal moment for WTA Ventures as we continue our journey to accelerate the growth of the WTA as the stage where women’s tennis shines, and Mercedes-Benz, synonymous with timeless elegance, innovation, and an uncompromising dedication to excellence, perfectly aligns with this ambition. We are proud to join forces with such an exceptional brand as we enter this exciting new era for women’s tennis.”
Women’s sport is growing quickly. It made £754 million in revenue last year, and experts believe this will rise to £1.8 billion by 2030.
The Mercedes-Benz deal was arranged by WTA Ventures, the WTA’s business arm. The agreement is backed by private equity company CVC Capital Partners, which invested £112 million in women’s tennis in 2023.
CVC already works with several major sports, including Formula 1, the Six Nations, Premier Rugby, Spain’s La Liga and the Indian Premier League, and is planning to build a 20% stake in WTA Ventures.
