Coco Gauff Joins Mercedes-Benz as New Global Ambassador

Mercedes-Benz announces Coco Gauff as its new global tennis ambassador. Learn how the world’s No.3 player strengthens the brand’s growing presence in the sport.

Mercedes-Benz has announced a new partnership with 21-year-old American tennis star Coco Gauff, welcoming her as a global brand ambassador. The company highlights that her rapid rise, distinctive maturity on court and already impressive list of achievements make her an ideal representative as Mercedes-Benz expands its presence in the tennis world. At the time of the announcement, Gauff is ranked third globally and holds Grand Slam titles in both singles and doubles.

According to Mercedes-Benz, her focus, resilience and leadership reflect qualities that resonate strongly with the brand’s values. Gauff, for her part, notes that tennis has always been more than just competition for her; it is also about growth and determination, which makes the partnership particularly meaningful. She speaks of a shared drive to push forward, underscoring the alignment between athlete and brand.

Her arrival continues Mercedes-Benz’s long-term commitment to tennis and its growing engagement in women’s sports. Roger Federer already represents the brand in this field, and the addition of Gauff signals an interest in the new generation of influential players shaping the sport’s future.

Publicly available information also shows that Gauff has a broad portfolio of endorsement partnerships, including collaborations with American Eagle and American Express. These details help illustrate her established presence in global sports marketing. However, no verified information has been published regarding the financial terms or duration of her partnership with Mercedes-Benz.

While Mercedes-Benz has not disclosed a detailed strategic outline for this collaboration, choosing Gauff appears to be a natural decision: she is young, dynamic and increasingly influential both within tennis and beyond. Her appointment strengthens the brand’s visibility in sports and highlights its interest in audiences that follow the evolving landscape of women’s tennis.