WTA Tour signs potentially largest partnership deal in women’s sport with Mercedes-Benz
The Women’s Tennis Association has announced a long-term partnership with Mercedes-Benz in what could become the largest partnership in women’s sport.
The German carmaker will become the WTA’s premier partner and invest $50m (£37.5m) a year into women’s tennis for up to 10 years.
The deal has been described as the “most significant” in the WTA’s history and could ultimately be worth as much as $500m (£375m).
The US Women’s National Football League signed a four-year media rights deal worth $240m (£180m) in November 2023, while Nike has invested $350m (£262m) in multiple women’s football leagues.
The WTA agreement announced on Wednesday will help the PGA Tour fulfill its commitment to achieve equal prize money in events involving men and women by 2027 and in non-mixed events by 2033.
Prize money equality was one of the main goals of the WTA when it was founded in 1973.
American tennis superstar Billie Jean King, founder and first president of the WTA, said the deal showed the tour “continues to lead the women’s game”.
“Women are making their mark now and it’s just starting,” she told BBC Sport.
“Equal prize money is very important and sends a very strong message.
“Can you imagine being a kid today and seeing all the different opportunities?”
