• by Tanya Gazdik , 4 hours ago

Mercedes-Benz is strengthening its commitment to tennis with the addition of Coco Gauff as a new global brand ambassador. 

"Power. Precision. Play without limits. We’re proud to welcome world-class tennis player Coco Gauff to the Mercedes-Benz family as a new global brand ambassador," the automaker posted today on social media.

Gauff was previously partnered with BMW. Her new 5-year deal with Mercedes-Benz is reportedly valued at $90 million, according to Tennis USA Insider.

The 21-year-old American is widely regarded as one of the best players worldwide and has already achieved remarkable success in her young career. Currently ranked third on the Official Women's Tennis Ranking, Gauff is among the favorites for upcoming Grand Slam Tournaments.

After winning the U.S. Open in 2023 at just 19 years old, she went on to win the French Open, both in Doubles (2024) and Singles (2025). 

Beyond her powerful game,  Gauff is making waves off the court too. She has a large portfolio of endorsements with major brands like New Balance, Rolex, Emirates Airlines, Bose, Head, Barilla, Baker Tilly, UPS, Miu Miu, L'Oréal (Carol's Daughter) and Naked Juice. 

Gauff joins tennis icon Roger Federer as a Mercedes-Benz brand ambassador in tennis. The brand previously worked with Sloane Stephens as a tennis brand ambassador.  

The automaker’s other ambassadors include golfers Rickie Fowler and Ludvig Aberg and Formula One personalities like Esteban Gutierrez, alongside celebrities such as rapper Ice Spice and actor Gabriel Macht.