New Delhi: The Women’s Tennis Association has announced a long-term global partnership with Mercedes-Benz, cracking a deal that could redefine the commercial landscape of women’s sport. In fact it has been described by the WTA as the most significant agreement in its history and the partnership has the potential to inject up to $500 million into women’s tennis over the next decade.

Under the agreement, Mercedes-Benz will become WTA’s premier partner, committing around $50 million per year for up to 10 years. The scale of the investment places the deal among the biggest ever seen in women’s sport and signals growing confidence from global brands in the commercial power of women athletes.

The announcement came at a time when women’s sport is already seeing growth both in terms of audience interest........

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