Billie Jean King told Sky Sports the WTA remains “leaders in women’s sport” after the organisation announced a record sponsorship deal.
The WTA and Mercedes‑Benz revealed a long‑term partnership believed to be worth about £37.5m per year for up to 10 years — potentially the largest in women’s sport. “It’s extraordinary. It’s not just about women’s tennis, it’s about what’s happening for women and people that have less, really, and it’s amazing,” King said.
Reflecting on the WTA’s origins, King — who founded the tour in 1973 — recalled the organisation’s mission: that any girl born who was good enough would have a place to compete, be appreciated for her accomplishments rather than her looks, and be able to make a living playing the sport. “That’s been a driving force for me, not just in tennis, but for social justice and other equality, all the things I care about,” she said.
Speaking from the Mercedes‑Benz Museum, King described the deal as an indicator of progress and opportunity for women’s tennis. “Because of this, we’re still the leaders in women’s sports,” she said. King called the partnership “amazing” and noted the announcement’s visibility helps tell the story about women’s tennis, sponsorship and leadership. “For women’s sports, I love the fact that we’re the leaders. WTA is the leader. And we’ve always wanted to be that way. And we’ve always helped women’s sports too,” she added. Having owned tournaments in the past, King said she understands the economics and the challenges tournament organisers face and hoped players would appreciate the support.
On Serena Williams, King was effusive as speculation swirled after the 23‑time Grand Slam champion re‑registered with the sport’s drug‑testing body. Williams, 44, has denied claims of an imminent return, but King said she believes Serena “wants to try to play again.” “I think she’s also very bright and very smart that she knows she’s not going to be No 1 again. But if you love to play, why not? I mean, she’s all set in life. She doesn’t need it financially, and she enjoys it,” King said.
King recalled meeting Serena and Venus as children at a tennis clinic in Long Beach, California, and said their talent was obvious from the start. She praised Serena’s serve as the best technique ever in the sport: “I want people to appreciate her serve. Pete Sampras and I used to talk about it. Her serve is so perfect technically… Her serve is the all‑time technique ever in the history of the game, still.”
On the upcoming exhibition pitting Aryna Sabalenka against Nick Kyrgios — a fourth modern “Battle of the Sexes” singles match — King said it differs markedly from her 1973 match against Bobby Riggs. That contest, and the era around it, was about social justice and cultural change; she said the current event is more about entertainment. “I played Bobby straight out, same court, three out of five sets, boom… Whereas this one, I think they’ve got different court structure. I don’t know. I think it’s probably going to be fun, but I certainly hope Sabalenka wins,” King said.
She acknowledged the money on offer in modern exhibitions and how different that is from the early days of the pro tour: “They’ll make lots of money. Whatever. I come from a generation who made $14 a day before we had pro tennis, so I have an understanding then and now that a lot of younger people don’t. They think it starts out with a lot. The fact that they can even get that kind of money to play is fantastic.”
(Information on live coverage: Watch the ATP and WTA Tours in 2026 live on Sky Sports or stream with NOW and the Sky Sports app.)