Mercedes Benz has added another superstar to its roster, and this time it is one of the brightest names in tennis. The brand has officially welcomed world number 3 Coco Gauff as its newest global brand ambassador, deepening its already strong ties to the sport. For a company that trades on precision, performance and poise, pairing with a 21 year old champion who thrives under pressure feels like a natural next move for its image on and off the court.

Gauff arrives in the Mercedes Benz family with a résumé that most players would envy at the end of their careers, not the beginning. She already owns two Grand Slam singles titles and one Grand Slam doubles crown, highlighted by her breakthrough US Open win in 2023 and follow up success at Roland Garros. Still only 21, she sits comfortably inside the top tier of the WTA rankings and is widely viewed as a generational talent who can shape the next decade of the sport. It is that blend of focus, resilience and willingness to lead that Mercedes executives point to as the foundation of the new partnership, and Gauff herself talks about shared values like growth, passion and pushing boundaries.

Off the court, Coco Gauff has become as influential as she is on it, which only adds to her appeal for a luxury carmaker. She has built a powerful global presence through media, fashion and community work, and her endorsement portfolio already includes some of the most recognizable names in sportswear, watches and lifestyle, helping make her one of the highest earning female athletes in the world. For Mercedes Benz, that means connecting its electric flagships, high performance AMG models and classic luxury sedans with a younger, diverse audience that sees Gauff as both aspirational and relatable.

She will not be alone in carrying the three pointed star in tennis circles either. Gauff joins legend Roger Federer in the Mercedes Benz ambassador lineup, signaling that the brand is committed to telling stories that stretch from all time greats to the next generation. Expect to see Coco front and center in campaigns, social content and possibly around big tournaments where Mercedes has a footprint, from courtesy car fleets to on site experiences. For fans of both tennis and cars, it is a partnership that feels less like a surprise and more like a perfect match waiting to happen.