Coco Gauff, the 21-year-old American tennis sensation and World No. 4, took center stage at the Dubai Duty Free Tennis Championships this week—but not just for her prowess on the court. Gauff, who has become one of the most recognizable faces in women’s tennis, is making waves both for her athletic achievements and her outspoken advocacy on social issues, all while embracing her new role as a global brand ambassador for Mercedes-Benz, the WTA’s premier partner.
On February 17, 2026, just ahead of her much-anticipated debut at the Dubai Championships, Gauff addressed the media, not shying away from the turbulence back home in the United States. When asked about the recent killings of citizens by ICE (Immigration and Customs Enforcement), Gauff’s response was clear and heartfelt: “Everything going on in the US, obviously I'm not really for it. I don't think people should be dying in the streets just for existing. I don't like what's going on.” Her words, delivered with visible emotion, echoed across the tennis world and beyond.
Gauff didn’t stop there. She continued, “I think for me it is tough to sometimes wake up and see something because I do care a lot about our country. I think people think I don't for some reason, but I do. I'm very proud to be American. But I think when you're from any country, you don't have to represent the entire values of what's going on in the leadership. I think there's a lot of people around there who believe in the things I believe in, and believe in diversity and equality. So, I'm hoping as the future progresses that we can get back to those values.” According to The Guardian, Gauff’s activism is nothing new—she’s previously spoken out on issues like the genocide in Gaza and the Black Lives Matter movement, even giving a powerful public speech at just 16 years old.
Her family’s legacy of social justice runs deep. Gauff’s grandmother, Yvonne Lee Odom, played a pivotal role in desegregating public schools in Delray Beach, Florida, during the 1960s. That spirit of courage and advocacy clearly lives on in Coco, who stands as both a world-class athlete and a passionate voice for change.
On the tennis front, Gauff’s star continues to rise. With two Grand Slam titles already under her belt—the US Open in 2023 and Roland Garros in 2025—she currently holds the distinction of being the highest-ranked American in the WTA, sitting comfortably at No. 4 ahead of compatriots Jessica Pegula and Amanda Anisimova. Her consistency and drive have made her a fan favorite and a formidable opponent on any surface.
Tuesday morning in Dubai, Gauff kicked off her campaign in the round of 32 against Russia’s Anna Kalinskaya, with the match scheduled for around 10:20 AM local time. The anticipation was palpable as fans and media gathered to watch the American star in action. The Dubai Duty Free Tennis Championships, a Masters 1,000 event, regularly attracts the world’s best, and Gauff’s presence only heightened the excitement. While the match was still underway at the time of reporting, Gauff’s focus and determination were unmistakable as she sought to add another chapter to her already impressive career.
But it’s not just on the court where Gauff is making headlines. In December 2025, the WTA and Mercedes-Benz announced a landmark long-term partnership, effective January 1, 2026. As part of this collaboration, Mercedes-Benz became the exclusive automobile partner and premier partner of the WTA, marking a significant investment in women’s tennis. Gauff was tapped as the global brand ambassador for Mercedes-Benz, a role that she has embraced with characteristic enthusiasm.
“For me, it was super cool. Obviously I feel like Mercedes is a great brand, been around forever,” Gauff said during media day in Dubai. “They built their status on that side of the world. I think for me to be able to represent that at such a young age, I think is pretty cool for me. It's such a prestigious brand. I'm also happy they decided to support women's tennis and allow me be the face of that new transition for them.”
The partnership has already made its mark at WTA events, with Mercedes-Benz providing luxury tournament transport, automobile displays, and fan activations at WTA 1000, 500, and 250 tournaments—including Dubai. On February 16, Gauff spent time at the Mercedes-Benz brand activation tent in the fan zone, posing with cars, participating in fan games, and signing autographs for an enthusiastic crowd. Her popularity was evident as fans swarmed for a chance to meet the tennis star.
Gauff sees the partnership as a major step forward for women’s sports. “I think it's great for the tour, great for women's sports,” she said. “It definitely shows we have market value. These big, prestigious brands want to get involved. I'm very happy to be representing Mercedes.”
One of the more visible symbols of the new partnership is the iconic Mercedes-Benz star now displayed on the net at WTA tournaments. Gauff, ever observant, commented with a grin, “I'm happy the tour is cool to see the little symbol on the net. I'm like, 'Okay, we're moving on up.'” For players and fans alike, the partnership is a tangible sign of progress and recognition for women’s tennis.
Gauff’s dual role—as a champion athlete and an advocate for social justice—has made her a unique figure in the sports landscape. Her willingness to speak out on issues that matter, even when it invites criticism, sets her apart. At the ongoing Winter Olympic Games in Italy, other American athletes have also voiced concerns about social injustices back home, drawing both praise and criticism, including from former President Donald Trump. Gauff stands in solidarity with those athletes, undeterred by detractors.
As the Dubai Championships continue, all eyes remain on Coco Gauff—not just for her forehands and serves, but for the example she sets off the court. With her blend of athletic excellence, commercial appeal, and fearless advocacy, Gauff is redefining what it means to be a modern sports star. Whether she’s battling for a place in the next round or championing causes close to her heart, one thing’s for sure: Coco Gauff’s impact is being felt well beyond the baseline.
With the tournament action heating up and the spotlight firmly on her, Gauff continues to inspire fans around the globe—proving that greatness is about more than just winning titles. It’s about using your platform to make a difference, and Coco Gauff is doing just that, one match and one message at a time.