The Women’s Tennis Association has announced a long-term partnership with Mercedes-Benz, which has the potential to become the biggest in women’s sport.
The German carmaker will become the WTA’s main partner and will pour $50 million (£37.5 million) a year into women’s tennis for 10 years.
The deal has been described as the “most important” in the WTA’s history and could ultimately be worth as much as half a billion dollars (£375 million).
The National Women’s Soccer League in America signed a four-year $240m (£180m) media rights deal in November 2023, while Nike has invested $350m (£262m) in multiple women’s football leagues.
The WTA deal, announced on Wednesday, will add to the tour’s pledge to have equal prize money at events featuring both men and women by 2027 and at non-combined events by 2033.
Equal prize money was one of the main objectives when the WTA was founded in 1973.
American tennis great Billie Jean King, who founded the WTA and was its first president, said the deal shows the tour “continues to lead the way in women’s sports”.
“Women are making their mark now and it’s only just beginning,” she told BBC Sport.
“Equal prize money is so important and sends a very strong message.
“Can you imagine being a kid today and looking at all the different possibilities?”
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