Polestar Signs Tennis Star Félix Auger-Aliassime as Global Brand Ambassador

Automaker Continues Trend of Tennis Partnerships

Swedish electric performance car brand Polestar has announced a global brand ambassadorship with Canadian tennis champion Félix Auger-Aliassime. The partnership highlights a growing trend of automakers leveraging the popularity and prestige of professional tennis players to promote their brands.

Auger-Aliassime’s Rising Profile

Currently ranked in the ATP top 10, Auger-Aliassime is a prominent athlete and well-known sports figure. He has secured ten ATP Tour titles – nine in singles and one in doubles – and played a key role in Canada’s 2022 Davis Cup victory.

Previous Brand Affiliations

Auger-Aliassime previously had a brand association with Renault, including a program focused on building and renovating tennis courts in underserved communities. He also featured in Renault’s campaigns promoting electric vehicles.

A Growing Roster of Tennis Ambassadors

Polestar joins other automakers in utilizing tennis stars for brand representation. Lincoln partners with Serena Williams, Mercedes-Benz with Coco Gauff and Cadillac with Frances Tiafoe.

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

Félix Auger-Aliassime

Shared Values: Performance and Precision

Polestar emphasized that Auger-Aliassime’s disciplined pursuit of excellence, focus under pressure, and drive for continuous improvement align with the company’s own approach to performance engineering.

“At Polestar, leadership in performance goes beyond raw numbers — it’s about how design, innovation, and engineering come together with clarity and purpose.”

Hugues Bissonnette, Head of Polestar in Canada

Partnership Debut and Tournament Appearances

The partnership officially began at the BNP Paribas Open in Indian Wells, California. Auger-Aliassime will drive a Polestar at select tournaments, including all four Grand Slam events, the Halle Open in Germany, and the National Bank Open in Montreal.

“It is important to me to align with brands that are looking forward and thinking about the future,” Auger-Aliassime stated in a release.