Mercedes-Benz has expanded its sports sponsorship portfolio in Turkey by becoming the main sponsor of the Türkiye Tenis Federasyonu through the end of 2027.
The agreement adds tennis to the brand’s existing investments across multiple sports in the country, while aligning with its broader global strategy in the discipline, including partnerships with the Women’s Tennis Association.
As part of the deal, the company will also title a new international tennis tournament set to debut in Turkey in the final quarter of 2026—positioned as a first-of-its-kind event for the local market.
Speaking at the signing ceremony, CEO Şükrü Bekdikhan framed the partnership as a long-term investment in both elite and grassroots development, emphasizing support for Turkish players competing internationally. Federation president Şafak Müderrisgil highlighted the importance of sustained commercial partnerships in building a scalable tennis ecosystem, from youth pathways to professional competition.
The agreement also includes support for existing events such as the Istanbul Open, where Mercedes-Benz will serve as a key partner while providing transportation logistics for athletes.
The move reflects a broader push to elevate tennis’ visibility in Turkey, combining federation strategy with global brand backing. With rising local talent and renewed investment in events, stakeholders see the partnership as a step toward embedding Turkey more firmly within the international tennis calendar.