One of the highest-paid female athletes of 2024 was Coco Gauff, but the former US Open champion was far from just on-court success alone; she also raked in a lot of cash through endorsement deals. On winning the champion’s trophy at the WTA Finals, she made $4.8 million, but off-court earnings are what set her apart. With deals from major brands such as New Balance, Head, UPS, Bose, Rolex, and L’Oréal, Gauff has raked in an estimated $21 million in endorsements, surpassing all but Chinese skier Gu Ailing, who earned $22 million.
This endorsement revenue is enormous, equivalent almost to the combined earnings of two of the highest-paid tennis stars – Iga Swiatek and Zheng Qinwen, although they made $21.4 million and $20.6 million in respectively. While Swiatek had earned $13 million out of it in endorsements alone and Zheng’s earnings amounted to $15 million with $20.6 million all brand deals, Gauff commands huge endorsement deals- indicating growing marketability, more particularly of young stars such as this who have strong global appeal.
Zheng Qinwen became the talk of the global media after winning a gold medal at the Paris Olympics; her endorsement deals also hopped. She signed partnerships with Nike, Lancome, Wilson, and Audi. So much for success on the international circuit turning into marketing opportunities. Perhaps no other continent does better in this regard than Asia.
Tennis is also the sport with the highest-earning female athletes, as Aryna Sabalenka ($17.7 million), Naomi Osaka ($15.9 million), and Emma Raducanu ($14.7 million) were all among the top-paid female athletes. Yet some athletes, such as Jasmine Paolini and Jessica Pegula, earned more from prize money than from endorsements, which suggests that the financial dynamics in the sport are diverse.
This year’s list, compiled by Sportico, highlights the importance of endorsements in athletes’ earnings. Companies are willing to pay top dollar for the visibility and influence these athletes bring to their brands. Tennis players remain among the highest-paid women in sports, with Gauff leading the charge with a total income of $30.4 million. This reinforces how athletic success, combined with strategic brand partnerships, can elevate an athlete’s earning potential.
Jul 5, 2024; London, United Kingdom; Coco Gauff (USA) waves to the crowd after her match against Sonay Kartal (GBR)(not pictured) in ladies’ singles on day five of The Championships Wimbledon 2024 at All England Lawn Tennis and Croquet Club. Mandatory Credit: Geoff Burke-USA TODAY Sports