Mercedes-Benz Names Coco Gauff as Global Brand Ambassador in Landmark Partnership
A star move at the intersection of tennis, culture, and innovation
Mercedes-Benz has made a statement that reaches far beyond the baseline. The German luxury automotive giant has officially appointed Coco Gauff as its new global brand ambassador, bringing one of tennis’ most magnetic young superstars into the heart of its worldwide marketing vision.
Fresh off her rise to the summit of the sport and now the reigning French Open singles champion, Gauff represents far more than elite performance. She embodies youth, ambition, purpose, and a global appeal that few athletes of her generation can match.
Why Coco Gauff fits Mercedes-Benz’s next chapter
This is not a casual endorsement deal. Mercedes-Benz plans to integrate Gauff across international campaigns, digital storytelling, premium lifestyle content, and high-profile appearances as the brand accelerates its transition toward luxury electric mobility through its EQ vehicle portfolio.
At just 21, Gauff already resonates with a global audience that spans hardcore tennis fans, Gen Z consumers, and socially conscious followers who see her as a voice as much as a champion. For Mercedes-Benz, that makes her an ideal figure to help bridge tradition and transformation.
Christina Schenck, Vice President of Digital & Communications and Investor Relations at Mercedes-Benz AG, underlined the alignment clearly.
She described Gauff as a rare blend of focus, resilience, and leadership qualities that the brand sees as essential as it enters a new era in both tennis and innovation. More importantly, Schenck emphasized Gauff’s influence beyond the court, noting that her ability to connect authentically with fans worldwide makes her a natural representative of the Mercedes-Benz identity.
“More than winning”: Gauff on the meaning behind the deal
For Gauff, the partnership reflects values that have shaped her journey long before Grand Slam trophies entered the picture.
She explained that tennis, for her, has always been about growth, passion, and persistence, not simply results. That shared mindset, pushing limits while staying grounded, is what made the collaboration with Mercedes-Benz feel authentic rather than transactional.
It’s a familiar theme in Gauff’s career. Whether speaking on social issues, navigating pressure at the top of the WTA rankings, or evolving her on-court game, she has consistently framed success as a long-term process rather than a single destination.
A legacy brand meets the face of modern tennis
Mercedes-Benz is no newcomer to the tennis world. The brand’s deep roots in the sport include previous partnerships with icons such as Roger Federer, WTA star Sloane Stephens, and several of the game’s most prestigious tournaments.
What Gauff brings, however, is a distinctly modern energy, one shaped by social media fluency, cross-sport cultural relevance, and a generation that values authenticity as much as excellence.
Her timing couldn’t be stronger. Entering the 2026 season ranked world No. 3, Gauff already boasts a résumé many players chase for an entire career:
- US Open singles champion (2023)
- French Open doubles champion (2024)
- French Open singles champion (2025)
She’s not just winning, she’s doing it on tennis’ biggest stages, with a game that continues to mature tactically and mentally.
Inside Coco Gauff’s expanding business empire
The Mercedes-Benz partnership adds another premium layer to Gauff’s already impressive commercial portfolio. She currently works with or holds stakes in brands such as New Balance, Rolex, Barilla, Bose, Head, UPS, American Eagle, and Carol’s Daughter, among others.
Notably, Gauff also owns equity in beverage brand Naked, runs her own venture through Coco Gauff Enterprises, and has invested in Unrivaled, a women’s professional basketball league, underscoring her growing footprint as an entrepreneur and investor.
In today’s sports landscape, that combination of athletic excellence and business savvy is becoming increasingly rare and increasingly valuable.
Big picture: what this means for women’s tennis
This deal arrives at a pivotal moment. Women’s tennis is experiencing a commercial surge, driven by rising global viewership, renewed sponsor confidence, and an influx of younger fans engaging with the sport across digital platforms.
By aligning with Gauff, Mercedes-Benz gains a direct pipeline to that momentum, particularly among younger, globally diverse audiences who are shaping the future of luxury consumption.
For the WTA, it’s another signal that its brightest stars are now central players not just in sport, but in global marketing and cultural influence.
What’s next: timing, tournaments, and campaigns
Gauff will open her 2026 season with tournaments across North America, Europe, and the Middle East, before turning her attention to Australia for the year’s first Grand Slam.
Mercedes-Benz is expected to roll out the first wave of campaign assets featuring Gauff in the coming months, strategically timed around the sport’s peak summer stretch, when tennis commands maximum global attention.
Final take: a partnership built for the future
This isn’t simply a brand choosing a champion. It’s a legacy company aligning itself with the future face of global tennis.
For Mercedes-Benz, Coco Gauff represents elegance with edge, performance with purpose, and tradition moving confidently into a new era. For Gauff, the deal reinforces her status not just as one of the game’s best players, but as one of sport’s most influential voices.
In every sense, this partnership feels like a natural fit and one that’s only getting started.
