• by Tanya Gazdik , March 3, 2026

Polestar is the latest automaker to sign a tennis champ as a brand ambassador.

The Swedish electric performance car brand has named Canadian tennis champion Félix Auger-Aliassime as its newest global brand ambassador.

Auger-Aliassime was previously associated with another automaker, Renault, including a program that builds and renovates tennis courts in priority neighborhoods.

He has been featured in Renault's campaigns highlighting electric vehicles.

Other automakers with tennis ambassadors include Lincoln (Serena Williams) Mercedes-Benz (Coco Gauff) and Cadillac (Frances Tiafoe).

Auger-Aliassime has established himself as a consistent force on the ATP Tour, earning multiple career titles and representing Canada at the highest levels of international competition.

His disciplined pursuit of excellence, focus under pressure, and drive for continuous improvement reflect the same principles that define Polestar’s approach to performance engineering, according to the auomaker. 

The partnership will officially debut at the BNP Paribas Open in Indian Wells, California.

As he competes, Auger-Aliassime will drive a Polestar at select tournaments, including all four Grand Slams, the Halle Open in Germany, and the National Bank Open in Montreal.  

"Performance and precision are central to how I approach tennis and I see that same commitment in everything Polestar builds,”  Auger-Aliassime says in a release. “It is important to me to align with brands that are looking forward and thinking about the future..."