Mercedes-Benz Korea Co., Ltd. has selected Korea women's tennis ace Park So-hyun as a brand ambassador and is expanding its domestic sports marketing activities.
Mercedes-Benz headquarters strategically chose tennis as a core global sports sponsorship discipline for 2026, signed an official sponsorship agreement with the Women's Tennis Association (WTA), and selected Coco Gauff, the 2025 French Open women's singles champion and world No. 3, as a global brand ambassador to expand its engagement with women's tennis and provide differentiated experiences for players and fans, the company released.
In line with this, Mercedes-Benz Korea has selected Park So-hyun, who combines outstanding performance and growth potential, as a domestic brand ambassador to expand its sports marketing sphere. Park So-hyun will play a role in conveying the values Mercedes-Benz pursues, such as passion, relentless effort toward perfection and a challenging spirit. In addition, she is scheduled to participate in Mercedes-Benz customer programs and meet fans.
Mercedes-Benz Korea will also provide Park So-hyun with a mid-large SUV, the GLE 450 4MATIC, to support the player's overall activities such as training and travel to tournaments. With ample interior space, dynamic design and stable driving performance, the vehicle will serve as a comfortable and safe companion so Park So-hyun can maintain peak condition.
Lee Sang-guk, executive vice president in charge of digital, marketing and communications at Mercedes-Benz Korea, said, "Mercedes-Benz has made tennis a core pillar of its global sports sponsorships this year by signing a long-term WTA sponsorship. In line with this global strategy, we are very pleased to accompany Park So-hyun, who represents Korean tennis," and added, "We will actively support Park So-hyun as she competes on the world stage so she can deliver her best performances."
Park So-hyun, who stood out as a junior, has continued to deliver steady results on the international women's tennis circuit and has grown into a player representing Korea women's tennis. In particular, she recorded nine career titles, including three tournament wins in the 2025 season, and after being selected for the national team in 2021 she accumulated international experience and now serves as a core member of the national team. Known for all-around play through strategic match management and strong mental fortitude, Park So-hyun is challenging the world stage and is regarded as a leading figure of the next generation of Korea women's tennis through steady self-management and a growth story.
Mercedes-Benz is expanding touchpoints with customers through sports and providing differentiated brand experiences. In addition to tennis sponsorships including a partnership with tennis great Roger Federer, the company broadens opportunities for customers to experience the brand directly through sports marketing activities such as hosting the amateur golf tournament for customers, the Mercedes Trophy, and sponsoring PGA Tour majors such as The Open and the Masters Tournament.
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