MELBOURNE — The 2024 Australian Open served up a fascinating financial subplot that captured headlines beyond the baseline rallies. While American star Taylor Fritz enjoyed a lucrative run to the quarterfinals, scooping a significant prize money check, he was ultimately out-earned at the tournament by a fellow professional athlete: his girlfriend, Morgan Riddle. Riddle, a social media influencer and content creator with a massive following, leveraged her platform to secure brand deals that reportedly surpassed Fritz's on-court earnings for the fortnight, highlighting the evolving economics of modern sports stardom.
Fritz, the No. 12 seed and highest-ranked American man, had a strong tournament. He battled through four rounds, including a dramatic five-set victory over last year's finalist, Stefanos Tsitsipas, before falling to the eventual champion, Novak Djokovic, in the last eight. For his efforts, Fritz earned AU$600,000 (approximately US$395,000) in prize money. A substantial sum by any measure, it represents the tangible reward for elite athletic performance at a Grand Slam. Yet, in the new arena of digital influence, that figure was reportedly eclipsed by the commercial activities of Riddle, who has cultivated a brand as "Tennis' It Girl."
The Rise of the "Tennis It Girl"
Morgan Riddle is far more than a tennis WAG (Wife And Girlfriend). With over 700,000 followers across TikTok and Instagram, she has built a dedicated audience by offering a stylish, behind-the-scenes look at the professional tennis tour. Her content—a mix of fashion, travel, tournament life, and witty commentary—has made her a sought-after partner for luxury and lifestyle brands. During the Australian Open, her presence was ubiquitous, from the player's box in carefully curated outfits to sponsored posts and stories that reached millions.
Reports from outlets like Forbes and The Daily Mail suggested that Riddle's brand deals for the Australian Open fortnight, which included partnerships with high-end fashion labels, beauty products, and a prominent sports drink company, collectively netted her an estimated US$400,000 to US$500,000. This estimate, while not officially confirmed by Riddle, underscores the powerful monetization potential of a large, engaged social media following. As one marketing expert noted, "For brands targeting a young, affluent, and globally-minded demographic, an influencer like Morgan at a premier event is a more direct and relatable conduit than traditional advertising."
Prize Money vs. Partnership Power
The comparison between Fritz's prize money and Riddle's estimated earnings opens a window into two parallel revenue streams in professional sports. Tennis prize money, while life-changing, is highly volatile and tied directly to weekly results and physical health. In contrast, influencer income, built on a personal brand, can be more consistent and diversified. For context, Fritz's quarterfinal prize money is a fixed reward for a specific athletic achievement. Riddle's income stemmed from multiple streams activated throughout the event's duration, regardless of the match outcome on any given day.
This phenomenon isn't isolated. Other players' partners, like Paula Badosa's boyfriend Stefanos Tsitsipas or Ayan Broomfield (girlfriend of Ben Shelton), are also growing significant social media presences. However, Riddle's case is particularly pronounced due to the scale of her following and her sharp focus on fashion and lifestyle content, which aligns perfectly with luxury brand marketing budgets. The dynamic led to a flurry of social media commentary, with one viral post quipping, "Taylor Fritz funding his tennis career through his girlfriend's sponsorship deals is the 2024 energy we need."
Breaking Down the Australian Open Financials
To understand the scale, here’s a look at the financial landscape at Melbourne Park:
- Taylor Fritz's Earnings: AU$600,000 (Quarterfinals). A first-round exit would have netted AU$120,000.
- Morgan Riddle's Reported Deals: Estimated US$400K-$500K from multiple brand partnerships active throughout the tournament.
- The Champion's Paycheck: Novak Djokovic and Aryna Sabalenka each took home AU$3.15 million for winning the singles titles.
- The Social Media Reach: Riddle's content during the Open garnered tens of millions of views, offering brands massive exposure.
This shift reflects a broader trend where athletes themselves are increasingly valued for their "social media equity." Players like Coco Gauff, Naomi Osaka, and Nick Kyrgios command enormous off-court earnings because they combine elite sport with marketable personalities and digital savvy. Riddle's success demonstrates that this ecosystem now extends to those closely associated with the athletes, provided they can build an independent and compelling brand. As a sports business analyst observed, "The audience isn't just buying into the forehand winner; they're buying into the lifestyle, the travel, the fashion. That's a marketable product separate from the scoreline."
A Modern Power Couple's Synergy
Far from causing friction, the financial narrative around Fritz and Riddle appears to highlight a synergistic partnership. Fritz focuses on his craft, with his success on court providing the glamorous backdrop and access for Riddle's content. In turn, Riddle's growing fame brings increased visibility and fan interest to Fritz's matches, potentially boosting his own marketability. They often feature in each other's content, blending their professional worlds. This modern dynamic challenges traditional notions of how support roles in sports function, turning the player-box companion into a co-headliner with independent commercial clout.
The couple has addressed the media attention with humor and grace. In interviews, Fritz has expressed pride in Riddle's entrepreneurial success. Riddle, for her part, emphasizes the work behind the glamorous facade, noting the long hours of content creation, editing, and brand management that constitute her "job" at tournaments. Her approach is professional and strategic, treating her online presence as a serious business venture that happens to intersect with the world of Grand Slam tennis.
The Future of Sports Monetization
The "Fritz-Riddle model" at the Australian Open is a bellwether for the future. It signals that revenue generation in sports entertainment is becoming increasingly decentralized. While tournament prize pools will remain the pinnacle of on-court achievement, the surrounding "content economy" offers vast opportunities. This includes not just players and their partners, but also coaches, trainers, and even journalists who can build a loyal following. The key assets are access, authenticity, and a unique point of view.
For tennis tours and tournaments, this presents both a challenge and an opportunity. The personal brands of those in the orbit of the sport drive massive engagement, but that engagement often happens on platforms they don't control. Smart organizations are learning to collaborate with these digital creators, offering enhanced access and co-creating content to amplify their own events. The Australian Open itself is a leader in this, actively engaging with influencers and players' social channels to broaden its reach.
In conclusion, while Taylor Fritz's powerful serve and quarterfinal finish at the 2024 Australian Open earned him a celebrated and well-deserved prize, the tournament's most talked-about financial victory lap belonged to Morgan Riddle. Her success story is not a diminishment of athletic achievement but a testament to the new, multifaceted economy of global sports. It proves that in today's digital age, influence is a currency as potent as a championship trophy, and the game is no longer confined to the court. The final score from Melbourne? A powerful reminder that brand, audience, and entrepreneurship now play on the same court as topspin and tiebreaks.