Coco Gauff’s meteoric rise in both the tennis world and the business realm has been nothing short of remarkable. In 2023, the 20-year-old became the highest-paid female athlete globally, earning a staggering $22.7 million. But that was just the beginning. By 2024, Gauff’s earnings surged even further, reaching over $25.5 million from a combination of prize money, appearance fees, and endorsements. This exceptional feat is a testament to her skill on the court, her marketability off it, and her unique appeal to a broad audience.
A key driver of Gauff’s financial success has been her consistent performance on the tennis circuit. In 2023, she won her first Grand Slam singles title at the US Open, solidifying her position as one of the sport’s top talents. Her dynamic play, combined with a compelling personal story as an African American rising star in a traditionally homogeneous sport, has garnered her a large and diverse fan base. Gauff’s victories on the court have translated into substantial earnings through prize money, but it’s her endorsement deals that have truly elevated her financial standing.
Endorsements have been the cornerstone of Gauff’s income. In 2024, she added several high-profile brands to her portfolio, including major partnerships with L’Oreal and Naked, the juice brand. Her deal with L’Oreal is particularly significant, as it sees her representing the company’s natural hair care brand, Carol’s Daughter. For a young athlete who has often been praised for embracing her natural hair, this partnership feels like a perfect fit. It underscores the growing trend of athletes using their platforms to promote beauty and wellness products that resonate with their personal values. L’Oreal’s decision to tap Gauff also highlights the brand’s commitment to diversity and inclusivity, aligning with Gauff’s own ethos of empowerment and self-expression.
Similarly, her endorsement with Naked juice further cements her status as a brand ambassador for health-conscious products. As a role model for young athletes and fans alike, Gauff is increasingly associated with wellness, fitness, and balanced living — themes that resonate with an active and health-focused consumer demographic.
But Gauff’s success is not limited to tennis and endorsements. She represents the next generation of athletes who are not only skilled in their respective sports but also savvy businesswomen. Gauff’s ability to command such high earnings at a young age is a sign of the growing opportunities available to female athletes, especially those who can leverage their influence beyond just the playing field.
Her story also reflects a broader trend in the sports world where female athletes are earning more than ever before. For years, women in sports have fought for equality in terms of pay and recognition, and Gauff’s success is a clear indication of how the landscape is shifting. Through her combination of athletic excellence, entrepreneurial acumen, and a powerful public image, Gauff is setting new standards for what female athletes can achieve financially.
As Gauff’s career continues to evolve, it’s clear that her influence will extend far beyond tennis. With each new endorsement and every milestone on the court, she is cementing her legacy as not only one of the best young tennis players in the world but also as one of the most influential and highest-paid female athletes in history.
