Billie Jean King said the WTA remains at the forefront of women’s sport after the organisation announced a landmark sponsorship deal with Mercedes‑Benz. The long‑term partnership, reported to be worth about £37.5m a year for up to 10 years, could be one of the largest ever in women’s sport.
Speaking to Sky Sports from the Mercedes‑Benz Museum, King called the agreement an important sign of progress and opportunity for women’s tennis. She said the visibility the deal brings will help tell the story of the sport, its leadership and the commercial potential of women’s athletics.
King reflected on founding the WTA in 1973 and the principles that motivated her: ensuring that any girl with the talent would have a place to compete, be recognised for her achievements rather than her appearance, and be able to earn a living from the game. That mission, she said, has always been linked to her wider commitment to social justice and equality.
Having previously owned tournaments, King said she understands the financial pressures organisers face and welcomed the support the Mercedes partnership provides. She described the deal as evidence that the WTA leads in women’s sport and as an example of how women’s tennis has helped lift other female sports.
On Serena Williams, King responded to recent speculation after the 23‑time Grand Slam champion re‑registered with tennis’ drug‑testing authority. Williams, who is 44, has denied an imminent comeback, but King said she believes Serena wants to try playing again. King noted Serena is realistic about where she might rank if she returns but pointed out that the love of competing can be reason enough to play, especially for a player who is already financially secure.
King recalled first meeting Serena and Venus as youngsters at a Long Beach tennis clinic and said their ability was obvious from the start. She paid particular tribute to Serena’s serve, calling it the finest technical serve she has seen in the sport’s history.
Addressing an upcoming exhibition that will pair Aryna Sabalenka with Nick Kyrgios in a modern ‘Battle of the Sexes’ style match, King said the event is different in tone from her 1973 match with Bobby Riggs. That original contest was embedded in a period of cultural change and carried a social‑justice element; the current exhibition, she suggested, is primarily entertainment. Still, she said she expects it to be fun and admitted she hopes Sabalenka comes out on top.
King also commented on the large sums available in modern exhibition matches and tournaments, observing how far the economics of the sport have come. She contrasted today’s paydays with her own early days, when many players earned very little, and said she appreciates how much the landscape has changed for younger generations.
The Mercedes‑Benz partnership follows a series of high‑profile commercial deals for the WTA and underlines the increasing commercial appetite for women’s sport. King welcomed that trend and said the agreement reinforces the WTA’s role as a leader in the women’s sporting world.
(For live coverage, the ATP and WTA Tours will be available on Sky Sports and via NOW and the Sky Sports app in 2026.)