In terms of maximum attention, it was a good week for international women’s tennis: On Tuesday, Aryna Sabalenka, the world number one and the biggest star of the WTA tour, was a guest on Jimmy Fallon’s “Tonight Show”. Sabalenka is an entertainer. She mastered this TV appearance just as confidently as she performed with brutal punching power on the court. At the end, she scribbled a signature on the host’s forehead, a joking reference to a ritual with her performance coach Jason Stacy after big victories. Sabalenka is shrill, silly and radiant – she is made for gigs like this. The WTA, the world governing body for professional women’s tennis, thought this appearance was worth reporting on its own website. Sabalenka, the tour’s biggest draw, is often put in the shop window. But the WTA doesn’t just rely on the charisma of its most prominent player. Strategically even more important than an appearance on an American late-night show is a partnership that is likely to shape the tour for years to come: Mercedes-Benz will be the “Premier Partner” of the WTA Tour from January 1, 2026 – under the claim “WTA Tour – driven by Mercedes-Benz”. Activate external content For the tour, this means nothing less than the most comprehensive brand collaboration in its history. On Wednesday at the kick-off event for this partnership in the Mercedes-Benz Museum in Stuttgart, it became clear how serious the WTA is about its international positioning – and how prominent the support is. The relaxed nature of the museum afternoon was in deliberate contrast to the significance of the announcement. Of course, the car manufacturer’s marketing department delivered and sent the perfect presenter, Andrea Petkovic, onto the stage. The former German world-class player has established herself as one of the most prominent voices in women’s tennis since retiring three years ago. Petkovic led the event with charm and fine wit. Personalities who shaped the history and present of women’s tennis were gathered in the hall. Billie Jean King, founder of the WTA, came from America; Their presence alone gave the matter a historical dimension. King said in Stuttgart: “Since the founding of the WTA, our mission has been to give every girl and woman the opportunity to compete, to be recognized for their performance and to turn their sport into a career. Athletes deserve a global stage where they are seen and heard and where they can also shine and inspire themselves.” There was a lot of clapping and nodding. Supporting role for Federer Roger Federer, who has been closely associated with Mercedes-Benz for years, also took a seat in the front row. He only played a supporting role that evening, but his presence was probably intended to underline the long-term connections that the company has in tennis. One of the most impressive moments came from someone who wasn’t even there. Coco Gauff, US Open winner and one of the defining figures of a new generation, was connected via video from the USA shortly before a training session. Only a few minutes, but they were enough: The smart Gauff seems like the ideal person for a partnership that is supposed to create visibility and inspire.Gauff is only 21 years old. But it has long stood for professionalism and credibility. Gauff, who is the face of this new partnership, revealed – completely surprisingly – nothing about her fee or the details of the mega deal. In tennis circles there is speculation that the car company will invest around 25 million dollars per year in women’s tennis, and in some cases even higher sums are being discussed. The actual amount reportedly depends on how many tournaments Mercedes-Benz will actually be present at and how extensive the activations will be. It was heard that activations will be activated at 30 tournaments on the tour next year. Whatever that means. Neither the WTA nor the automobile company commented on the specific duration. What is certain is that the agreement represents the largest partnership in the history of the WTA and clearly surpasses the previous collaboration with the healthcare company Hologic. The cooperation marks a real turning point for the WTA. The association has been under pressure for years to become more economically stable and at the same time to move structurally closer together with the organizers of men’s tennis. More on the topic A partnership of this dimension may not only strengthen the public and international visibility of the tour, but also its negotiating position in a phase in which the discussion about a possible merger of the commercial structures is gaining momentum. The day in the museum was an indication that women’s tennis no longer wants to define its future solely through the sporting achievements of its leading actresses, but through strategic alliances that are bigger than the star on the net. How far these ambitions will carry remains to be seen.
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