NEW YORK — In a stunning shift at the pinnacle of sports earnings, American tennis phenom Coco Gauff has officially surpassed Serbian legend Novak Djokovic to become the highest-paid tennis player in the world over the past 12 months. This landmark achievement, driven by a powerhouse combination of on-court prize money and a record-shattering portfolio of off-court endorsements, also sees the 20-year-old from Florida claim the title of the world's richest female athlete, a position long held by Japanese tennis star Naomi Osaka.
According to the latest financial data compiled by Forbes and other sports business analysts, Gauff's total earnings from June 2023 to June 2024 have soared to an estimated $26.5 million. This monumental figure eclipses the earnings of her peers, including the 24-time Grand Slam champion Djokovic, whose earnings for the same period are estimated at approximately $24.5 million. This represents a seismic changing of the guard in the economic landscape of tennis, signaling the arrival of a new global superstar whose marketability is as potent as her powerful forehand.
The Prize Money Engine
Gauff's ascent to the top of the financial leaderboard is firmly rooted in her spectacular performances on the court. The 2023 season was a true breakout year, headlined by her maiden Grand Slam victory at the US Open. That triumphant run in her home country, where she defeated the newly crowned world No. 1 Aryna Sabalenka in a thrilling three-set final, captivated a global audience and earned her a winner's check of $3 million. This victory was the catalyst for a remarkable run of form that has continued into 2024.
Her success is not limited to one surface or one tournament. Gauff has consistently deep runs in the biggest events, amassing significant prize money at nearly every stop on the WTA Tour:
- US Open 2023: $3,000,000
- WTA Finals 2023: $2,200,000 (undefeated champion)
- Australian Open 2024: $465,000 (Semifinalist)
This consistent excellence has placed her among the top earners in prize money alone. However, while her on-court earnings are impressive, they represent only a fraction of her total income. The real financial powerhouse lies in her unparalleled appeal to the world's biggest brands, a domain where she has truly broken the mold for a player of her age and experience.
The Endorsement Juggernaut
The vast majority of Gauff's earnings—an estimated $22 million—stem from a curated and highly lucrative collection of endorsement deals. Her authentic personality, champion's mentality, and connection with a young, diverse global audience have made her a marketing dream. She boasts one of the most valuable sponsorship rosters in all of sports, headlined by a long-term, multi-million dollar partnership with New Balance for apparel and footwear.
Her portfolio extends far beyond sportswear. Gauff is a global brand ambassador for a who's who of Fortune 500 companies:
- BMW: Official automotive partner
- UPS: Global logistics and shipping partner
- Barilla: Global pasta partner
- Meta: Partner for Instagram and Ray-Ban Meta smart glasses
Industry experts point to her relatable and articulate nature as key drivers of this success. Bob Dorfman, a sports marketing analyst at Pinnacle Advertising, stated, "Coco Gauff possesses that rare combination of elite athletic talent, youthful exuberance, and a mature, socially conscious voice. Brands aren't just investing in a tennis player; they're investing in a future leader and icon who resonates across generations and demographics. Her victory at the US Open was the final piece of the puzzle, transforming potential into proven superstar power."
A New Era in Tennis Economics
Gauff dethroning Djokovic is symbolic of a broader shift. For years, the top of tennis's earnings list was dominated by the "Big Three" of the men's game—Roger Federer, Rafael Nadal, and Novak Djokovic—whose longevity and success created sustained financial empires. While Djokovic remains the dominant force in men's tennis, Gauff's rise highlights the increasing commercial power of the WTA's brightest young stars. She follows in the footsteps of Naomi Osaka, who previously leveraged her Grand Slam success into massive endorsement deals, proving that the ceiling for female athletes, particularly in individual sports, is higher than ever.
This shift is also a testament to the changing nature of sports stardom in the digital age. Gauff's massive social media following, with millions of engaged followers on Instagram and TikTok, provides direct access to a massive consumer base, a metric that corporate partners heavily value. She effectively leverages these platforms not just for brand promotions, but to speak out on social issues, further cementing her authentic and influential persona.
Looking Ahead: Sustaining the Summit
The question now is whether Gauff can maintain this financial dominance. Her position is inherently tied to her performance and her popularity. Continued success on the court, particularly at prestigious events like Wimbledon and the upcoming Paris Olympics, will be crucial to sustaining her marketability. Furthermore, as she approaches her 21st birthday, opportunities for partnerships in new categories, such as beauty, luxury fashion, and technology, are expected to expand even further.
In a statement, Gauff's agent, Alessandro Bareldi of Team8, emphasized the strategic approach to her brand, saying, "Our focus has always been on long-term partnerships with brands that align with Coco's values and vision. It's never been about the quantity of deals, but the quality and authenticity of the relationships. We are building a legacy that extends far beyond the tennis court." This careful curation suggests that Gauff's financial reign may be just beginning, signaling a new era where the brightest young stars in women's tennis are not just competing for trophies, but are also leading the game into a new economic stratosphere.