DUBAI: If you have attended or watched matches at the Mubadala Abu Dhabi Open, the Dubai Duty Free Tennis Championships, or any of the WTA tournaments taking place this month, you may have noticed a new addition to the nets: the Mercedes-Benz three-pointed star.
In a groundbreaking deal, the automotive giant has become the premier and exclusive automobile partner of the women’s tennis tour.
The deal has the potential to be the largest in women’s sports history, with Mercedes-Benz committing to inject $50 million annually, for a period of 10 years.
The Mercedes star used to be a familiar sight at tennis tournaments, when the firm sponsored the ATP from 1996 to 2008, and it is now back flanking both ends of the net, but this time as a major backer of women’s tennis.
Tennis has been at the forefront of women’s sport for decades and the WTA tour views this new partnership with Mercedes-Benz as validation for all the work that has been done since the women’s tour was founded back in 1973.
