In a move that blends athletic prowess with automotive elegance, tennis sensation Coco Gauff has been named the latest global brand ambassador for Mercedes-Benz. The announcement, made earlier this month, marks a pivotal moment for the 21-year-old American star, who joins the ranks of elite endorsers for the German luxury automaker. As the world No. 3 player and a two-time Grand Slam singles champion, Gauff’s appointment underscores Mercedes-Benz’s deepening commitment to tennis and its strategy to appeal to a younger, more dynamic audience.
## A Rising Star on and Off the Court
Cori “Coco” Gauff burst onto the professional tennis scene as a prodigy, stunning the world at just 15 years old by defeating Venus Williams in the first round of Wimbledon in 2019. Since then, her trajectory has been nothing short of meteoric. With victories at the 2023 US Open and back-to-back French Open titles in 2024 and 2025, Gauff has amassed 21 WTA singles titles and a Grand Slam doubles crown. Her aggressive baseline game, mental toughness, and charismatic presence have made her a fan favorite, propelling her to the forefront of women’s tennis.
In 2025, she topped Sportico’s list of the highest-earning female athletes for the third consecutive year, earning an estimated $31 million—$8 million from prize money and $23 million from endorsements. This financial milestone reflects her business acumen, strengthened through Coco Gauff Enterprises, launched in partnership with WME earlier this year to give her greater control over her brand. Her endorsement portfolio already includes New Balance, Rolex, Bose, an equity stake in Naked juice brand, Miu Miu, and Carol’s Daughter.
## Why Mercedes-Benz? A Partnership of Drive and Determination
Mercedes-Benz’s decision to name Gauff its new global face is a strategic alignment of values. The brand, known for innovation in luxury electric vehicles, high-performance AMG models, and timeless design, has long maintained strong ties to tennis through tournament partnerships and courtesy cars. Now, with Gauff leading the charge, the company is placing greater emphasis on women’s tennis—a segment experiencing explosive growth in viewership and commercial appeal.
Christina Schenck, Vice President of Digital & Communications and Investor Relations at Mercedes-Benz AG, stated: “Coco Gauff is an exceptional athletic talent—focused, resilient, and unafraid to lead. As Mercedes-Benz embarks on an exciting new chapter in tennis, her impact both on and off the court makes her an outstanding ambassador.”
Gauff expressed equal enthusiasm: “For me, tennis has always been about more than just winning. It’s about growth, passion, and determination. That’s why this partnership with Mercedes-Benz feels so special—we share the same drive and belief in pushing boundaries.”
The launch campaign features Gauff in sleek editorial imagery alongside a black four-door Mercedes sedan, with the tagline “Power. Precision. Play without limits.” She is expected to appear in global advertising, digital content, and on-site activations at major tournaments.
Gauff joins Roger Federer as a Mercedes-Benz ambassador, but represents the brand’s future-facing direction—a Gen Z icon with broad cultural influence who helps connect with diverse, aspirational consumers.
## Family Pride and Broader Impact
The announcement was met with warmth from Gauff’s family. Her mother, Candi Gauff, a constant presence throughout her daughter’s career, shared a proud message of congratulations. Younger brother Codey also celebrated the milestone, reflecting the close-knit support system that has anchored Gauff’s rise.
For Mercedes-Benz, the partnership with Gauff signals a long-term investment in youth, inclusivity, and the continued boom in women’s tennis. As Gauff pursues more Grand Slam titles and expands her off-court influence, the collaboration positions both the athlete and the brand at the intersection of performance, innovation, and cultural relevance.
In Coco Gauff, Mercedes-Benz has found not just an ambassador, but a symbol of relentless ambition and forward momentum—one that resonates on the court and on the open road.
