Mercedes-Benz is significantly expanding its presence in women’s tennis, a move formalized with a long-term partnership with the Women’s Tennis Association (WTA) beginning . The partnership, dubbed “WTA Tour Driven by Mercedes-Benz,” aims to elevate the player and fan experience while bolstering the tour’s global reach and commitment to women’s empowerment.
The announcement comes alongside a domestic brand ambassador partnership in South Korea, where Mercedes-Benz Korea has named women’s tennis player Park So-hyun as its latest ambassador. The appointment, announced today, , is part of a broader strategy to increase sports marketing activities within the Korean market, mirroring the global direction set by Mercedes-Benz headquarters.
Mercedes-Benz headquarters has designated tennis as a core discipline within its global sports sponsorship portfolio starting this year. This commitment is already evidenced by the signing of world No. 3 Coco Gauff as a global brand ambassador. The decision to partner with Park So-hyun reflects a deliberate effort to align domestic marketing initiatives with the overarching global strategy.
Park So-hyun, a prominent figure in South Korean women’s tennis, brings a strong track record to the partnership. She has secured nine career titles, including three international tournament wins in the season. Since joining the national team in , she has consistently delivered strong results, establishing herself as a key player in the sport.
As part of the agreement, Mercedes-Benz Korea will provide Park So-hyun with a GLE 450 4MATIC, a mid- to large-size sport utility vehicle (SUV). This vehicle will support her travel needs throughout her playing schedule and contribute to maintaining her peak physical condition. Beyond transportation, Park So-hyun is also expected to participate in programs for Mercedes-Benz customers and engage with fans through various events.
The WTA partnership will see Mercedes-Benz anchor the tour’s top tournaments as its Premier Partner and Exclusive Automobile Partner. The company will have a presence at WTA 1000, 500, and 250 tournaments, aiming to create premium experiences for players, fans, and guests. This comprehensive involvement underscores Mercedes-Benz’s ambition to elevate sports on a global stage and its dedication to empowering women in athletics.
“We are truly excited to welcome Mercedes-Benz as the Premier Partner of the WTA Tour,” stated Marina Storti, CEO of WTA Ventures. “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.”
Lee Sang-kook, vice president of Mercedes-Benz Korea, echoed this sentiment, stating, “We are delighted to partner with Park So-hyun, who represents Korean tennis.” He added that Mercedes-Benz Korea will actively support Park So-hyun in her pursuit of peak performance.
The partnership between Mercedes-Benz and the WTA is designed to not only enhance the visibility of women’s tennis but also to accelerate its growth worldwide. Both organizations share the aspiration of further elevating the sport and inspiring the next generation of players, and fans. The collaboration signifies a substantial investment in women’s professional tennis, positioning it for continued success and broader recognition on the global stage.
The move by Mercedes-Benz aligns with a growing trend of increased corporate investment in women’s sports. By designating tennis as a core discipline and forging partnerships with prominent athletes like Coco Gauff and Park So-hyun, the company is demonstrating a commitment to supporting female athletes and promoting gender equality in sports. This strategic approach is expected to yield significant benefits for both Mercedes-Benz and the WTA, fostering a mutually beneficial relationship that drives growth and innovation within the sport.
