Mercedes-Benz engages in brand initiatives for women in sports and culture

• Brand campaign with tennis star Coco Gauff highlights the power of female role models
• “Driven by Her” collaboration with CultedXO media platform supports female creatives
• The company has been committed to equal opportunities for decades

On International Women’s Day, Mercedes‑Benz is honouring the achievements and contributions of women worldwide while reinforcing its long-standing commitment to equal opportunities. On 8 March, the company underlines its long-term engagements in sports and culture to spotlight female talent and inspire girls and women across the globe.

Campaign with Coco Gauff as a strong voice of her generation

A brand campaign kicks off the partnership with 21-year-old U.S. tennis star Coco Gauff who, in December of 2025, became the latest global brand ambassador for Mercedes-Benz. Having already won two Grand Slam singles titles and one Grand Slam doubles title, Gauff is now regarded as one of the most exceptional athletes of her generation. Mercedes‑Benz is celebrating Coco’s lasting impact on the tennis court and her influence on future athletes with a social media campaign debuting on International Women's Day. As an inspirational global ambassador and female voice of her era, Coco sets a powerful example of the kind of role model people look up to throughout their lives on International Women’s Day – and every day.

Mercedes‑Benz has taken a bold step in shaping the sport of tennis by establishing a long-term partnership with the Women’s Tennis Association (WTA). Since January of this year, Mercedes-Benz is a Premier Partner and the Exclusive Automobile Partner of the WTA. Together, both partners share the aspiration of further elevating women’s tennis for even greater impact, visibility and empowerment.

“Driven by Her” – Visibility for female creatives in collaboration with CultedXO

Another initiative that will go live during International Women’s Day is the “Driven by Her” collaboration with CultedXO, a new media brand that puts community and culture first. “Driven by Her” embodies the spirit of Bertha Benz who, behind the wheel of the Benz Patent-Motorwagen in 1888, was the first person to drive a car over a long distance and won the needed publicity for her husband Carl Benz’s invention. Four emerging female creators had the opportunity to interpret technological innovations of Mercedes‑Benz through their own creative perspectives and translate them into culture‑driven content.

365 days a year: Women at Mercedes‑Benz

The commitment and the initiatives reflect Mercedes‑Benz’s stance: the company aims to leverage the potential of highly qualified female professionals and leaders and to inspire more women and girls to pursue careers in technical fields. For example, the company takes part in numerous career and information days, offering girls and young women in particular insights into technical professions. Mercedes‑Benz also partners with Hacker School, a non‑profit organization in Germany dedicated to inspiring children and young people to engage with programming. A particular focus is placed on making the world of IT accessible to girls as well.

To highlight the range of career paths available in the automotive industry, visible role models are essential. Female early‑career professionals find these role models within the company: worldwide, 26.7 percent of senior leadership positions at Mercedes‑Benz are held by women.

Mercedes-Benz Anniversary Year “140 Years of Innovation”

Since Carl Benz filed the patent for the first automobile 140 years ago and Gottlieb Daimler built his motorised carriage shortly afterwards, Mercedes‑Benz has dedicated itself to constantly innovate and to create the world’s most desirable cars for customers. This ambition has driven every innovation – from the world's first automobile in 1886 to today's intelligent and safe electric vehicles, like the all-new GLC and the award-winning all-new CLA. With the new S-Class, the company continues the biggest product launch programme in its history. With its passion for performance and pioneering power, excellence and an unwavering commitment to customer service, the brand has consistently shaped the future of mobility. The result goes well beyond engineering achievement – it creates the unmistakable feeling that leads through everything Mercedes‑Benz does: Welcome home.

Mercedes-Benz is celebrating 140 years of innovation by driving three new S-Class saloons on a trans-continental journey to 140 locations worldwide. Each place highlights the brand’s technology, heritage, pioneering spirit and worldwide presence. Along the way customers, fans and colleagues will get to join in the celebrations - on an epic adventure that will run until October. Follow the “140 Years. 140 Places” drive across six continents on our “140 years of innovation | Mercedes-Benz Media” special and via the Mercedes-Benz Community.