Tennis/WTA: Mercedes-Benz succeeds Hologic as title sponsor of the WTA Tour ($50m per year, 2026-2035)

Mercedes-Benz, the German car manufacturer, is to become a premier partner of the Women’s Tennis Association under a "long-term agreement" from 2026, announced the body on 10/12/2025. The partnership was negotiated by the Wasserman agency, with "additional support" from IMG.

The agreement covers a ten-year period (2026-2035) and is worth an annual $50m (€42.6m), according to BBC reports on the same day. Signed by WTA Ventures, the body's commercial arm, the deal is the most lucrative in the Tour's history and "continues the WTA’s strong growth momentum across the 2025 season."

As part of this agreement, the women's professional circuit will be known as the WTA Tour Driven by Mercedes-Benz. The German car manufacturer takes over from Hologic, an American medical technology company, which was the title sponsor of the Hologic WTA Tour since 2022 (four seasons).

The brand will also benefit from the status of "exclusive automobile partner" of the Tour and will therefore be visible at WTA 1000, 500 and 250 tournaments, during which Mercedes-Benz will offer "premium experience for players…