Mercedes-Benz has traditionally stood out as a leader and innovator in the automotive world. Now, the globally renowned automaker has announced a new initiative, which is supporting women in sports and culture. Mercedes has promoted equal opportunities for many years, and it is expanding on that commitment with support for women and girls around the world.

Key Partnerships

As part of its effort to inspire women globally, Mercedes is also establishing key partnerships with iconic women. One of its key partners is U.S. tennis star Coco Gauff. Gauff became Mercedes’ global brand partner in December 2025, which launched the partnership. Mercedes selected Gauff as its iconic partner because of her impressive tennis resume, which includes winning a Grand Slam doubles title and two Grand Slam singles titles. As a young tennis player, Gauff has already inspired young women to pursue their dreams of playing tennis professionally. Gauff is equally inspirational off the court, as evidenced by a powerful social media campaign that she launched with Mercedes on International Women’s Day. Along with establishing a partnership with Gauff, Mercedes also announced a partnership with the Women’s Tennis Association (WTA) in January 2026. The automaker is now the WTA’s Premier Partner and its Exclusive Automobile Partner through the partnership. Along with Gauff, Mercedes aims to empower other young women in professional tennis and help boost visibility.

Commitment to Female Creatives

Along with supporting women’s sports, Mercedes is simultaneously launching a partnership that helps promote female creatives. This partnership features a collaboration between Mercedes and CultedXO, which is a media brand that emphasizes culture and community. The partnership between the automaker and CultedXO, called “Driven By Her,” honors the legacy of Bertha Benz, who was the first motorist to drive a car long-distance. Benz completed her road trip in the Benz Patent-Motorwagen in the 1880s, which also helped generate much-needed publicity for her husband, Carl Benz.

Putting Women First

While Mercedes has special partnerships with the WTA, brand ambassador Coco Gauff, and CultedXO, the company emphasizes that it also supports women’s initiatives year-round in various capacities. The company plays an active role in encouraging women to pursue technical professions worldwide. In Germany, Mercedes works with the Hacker School, which is a nonprofit organization that encourages young adults to pursue coding careers. Mercedes also proudly announces that women account for 26.7 percent of its leadership roles.

Along with supporting women’s initiatives in various capacities, Mercedes continues to lead the way as a revered automaker with 18 model lines that range from luxurious sedans and SUVs to electric vehicles.

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