Polestar Signs Tennis Champion As Ambassador

A growing trend of automakers leveraging athlete partnerships to connect with consumers

Published on Mar. 4, 2026

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Polestar, the Swedish electric performance car brand, has announced Canadian tennis champion Félix Auger-Aliassime as its newest global brand ambassador. This move highlights a growing trend of automakers tapping into the influence and reach of high-profile athletes to build brand affinity.

Why it matters

Tennis, with its global appeal and association with precision, performance, and a sophisticated lifestyle, is proving to be a particularly attractive sport for automotive brands, especially those focused on electric vehicles. The sport's emphasis on technology and innovation aligns well with the image these companies are trying to project.

The details

Auger-Aliassime, currently ranked in the ATP top 10, will drive a Polestar at major tournaments, including all four Grand Slams and the National Bank Open in Montreal. This provides significant visibility and allows Polestar to showcase its vehicles to a highly engaged audience. Polestar emphasizes that Auger-Aliassime's 'disciplined pursuit of excellence, focus under pressure and drive for continuous improvement' mirror the company's own engineering philosophy.

  • Polestar announced the partnership on March 4, 2026.
  • The partnership officially begins at the BNP Paribas Open in Indian Wells, California.

The players

Polestar

A Swedish electric performance car brand.

Félix Auger-Aliassime

A Canadian professional tennis player currently ranked in the ATP top 10.

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What they’re saying

“Performance and precision are central to how I approach tennis and I see that same commitment in everything Polestar builds.”

— Félix Auger-Aliassime (newsy-today.com)

“Auger-Aliassime's disciplined pursuit of excellence, focus under pressure and drive for continuous improvement mirror our own engineering philosophy.”

— Hugues Bissonnette, Head of Polestar in Canada (newsy-today.com)

What’s next

The partnership officially begins at the BNP Paribas Open in Indian Wells, California.

The takeaway

This partnership highlights a growing trend of automakers, especially those focused on electric vehicles, leveraging the influence and reach of high-profile athletes to connect with consumers and build brand affinity. The alignment of values and shared emphasis on performance and precision are crucial for creating authentic and impactful brand associations.