Polestar Chooses Quebec Tennis Star Félix Auger-Aliassime as Global Ambassador

Many automotive companies partner with public figures to promote their products. The list of examples is nearly endless, but the latest collaboration is one that will make many Quebecers proud, as Swedish brand Polestar has chosen Quebec tennis player Félix Auger-Aliassime as its global ambassador.

• The partnership will debut at the BNP Paribas Open
• Auger-Aliassime is currently ranked No. 6 in the ATP world rankings

The Swedish electric performance car brand Polestar has announced the appointment of Canadian tennis champion Félix Auger-Aliassime as its newest global ambassador. This collaboration brings together two figures known for their commitment to performance, progressive design, and a vision focused on a more sustainable future.

A star among the star

One of the most accomplished Canadian athletes of his generation, Félix Auger-Aliassime has established himself as a consistent presence on the ATP Tour. The Quebec-born player, who was born in Montreal, has captured multiple career titles and regularly represents Canada in the world’s biggest international competitions. His discipline, ability to perform under pressure, and relentless pursuit of improvement reflect values that align closely with Polestar’s approach to engineering and performance.

The partnership will officially debut at the BNP Paribas Open in Indian Wells, California. The event will mark the beginning of Auger-Aliassime’s presence alongside Polestar on the international stage. As part of the collaboration, the player will drive a Polestar vehicle at select tournaments, including the four Grand Slam events, the Halle Open in Germany, and the National Bank Open in Montreal, embodying performance, design, and sustainability both on and off the court.

What they said :

“I am proud to partner with Polestar at such an exciting moment for both of us,” said Félix Auger-Aliassime. “Performance and precision are central to how I approach tennis, and I see that same commitment in everything Polestar develops. It is important for me to align with brands that look ahead and think about what the future will bring. I’m really looking forward to seeing what we can achieve together.”

“At Polestar, leadership in performance goes far beyond simple numbers — it is about how design, innovation, and engineering come together with clarity and purpose,” said Hugues Bissonnette, Head of Polestar Canada. “Félix embodies 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.”