Polestar Drives into Tennis with Félix Auger-Aliassime as Global Brand Ambassador
Polestar has announced a global brand ambassadorship with Canadian tennis champion Félix Auger-Aliassime, further solidifying the automaker’s commitment to performance and innovation through strategic sports partnerships. The announcement, made on March 4, 2026, comes shortly after Polestar appointed Olympic gold medalist Justine Dufour-Lapointe as a brand ambassador in Canada [Guide AutoWeb].
A Rising Star Aligns with an Electric Performance Brand
Currently ranked within the ATP top 10, Auger-Aliassime boasts ten ATP Tour titles (nine in singles and one in doubles) and played a key role in Canada’s 2022 Davis Cup victory [Tennis Tonic]. Polestar highlighted the athlete’s dedication to excellence, focus under pressure, and continuous improvement as qualities that mirror the company’s own engineering philosophy.
Shared Values: Performance and Precision
“I am proud to partner with Polestar at such a thrilling moment for both of us,” Auger-Aliassime stated in a press release. “Performance and precision are central to how I approach tennis and I see that same commitment in everything Polestar builds. It is important to me to align with brands that are looking forward and thinking about the future and I am excited to grow together.”
Hugues Bissonnette, Head of Polestar in Canada, echoed this sentiment, stating, “At Polestar, leadership in performance goes beyond raw numbers — it’s about how design, innovation, and engineering come together with clarity, and purpose. Félix demonstrates that same philosophy on the court, where precision, preparation, and intelligent execution define true performance. His mindset and presence make him a natural ambassador for our brand.” [Tennis Tonic]
Partnership in Action
The partnership officially launched at the BNP Paribas Open in Indian Wells, California, from March 1-15. Auger-Aliassime will be driving a Polestar at major competitions throughout the year, including all four Grand Slam tournaments and the National Bank Open in Montreal this August [Tennis Tonic]. This collaboration builds on Polestar’s growing presence in the sports world, following similar partnerships with athletes in other disciplines.
Automakers and Tennis: A Growing Trend
Polestar joins a growing number of automakers leveraging the popularity of tennis to enhance brand visibility. Lincoln partners with Serena Williams, Mercedes-Benz with Coco Gauff, and Cadillac with Frances Tiafoe [MediaPost].