Coco Gauff has ascended to the top of tennis marketability, surpassing Novak Djokovic as the most marketable player in the sport, according to SportsPro’s 2024 list of the World’s Most Marketable Athletes. The US Open champion, who holds the World No. 3 ranking, was placed at No. 13 on the global list, five positions ahead of Djokovic, who is ranked 18th. This rise not only highlights Gauff’s burgeoning influence within tennis but also signifies her broader appeal across the sports industry. In 2023, Gauff came close to this title, finishing just one position behind Djokovic. However, with her impressive performances and ever-growing fanbase, she has now firmly established herself as the face of tennis for brands and fans alike.
This latest ranking is a testament to Gauff’s consistent success both on and off the court. Since bursting onto the scene as a teenager, Gauff has shown incredible talent, resilience, and charisma. At just 20 years old, she already holds a Grand Slam title and has been widely recognized as one of the brightest stars in women’s tennis. Her US Open victory this year cemented her place as a top competitor and garnered international attention, sparking renewed interest from sponsors and fans. Gauff’s relatability, her youthful energy, and her passion for the sport have contributed immensely to her marketability, making her a favorite not just among traditional tennis fans but also among younger audiences.
Her on-court success has been mirrored by her rise in popularity and influence as a marketable athlete. As one of the most beloved WTA players, she resonates with a wide demographic, particularly among younger fans who admire her as a role model. SportsPro specifically pointed to her influence on children and teenagers, noting how her personality and success have positioned her as an ideal ambassador for brands looking to connect with the next generation. This connection with younger fans is invaluable for brands, especially as they seek to build long-term relationships with audiences that will grow alongside Gauff’s career.
Gauff’s endorsement journey began at just 14 when she signed a sponsorship deal with New Balance, becoming one of the youngest athletes ever to secure a significant brand partnership. Since then, she has expanded her endorsement portfolio, aligning herself with iconic brands such as Rolex, Barilla, Baker Tilly, Bose, and UPS. Her appeal to these major companies lies in her reputation as a positive and dynamic figure in sports, a quality that continues to attract interest from corporations seeking to invest in athletes who embody values of resilience, authenticity, and ambition.
The financial impact of her marketability has been significant. In 2023, Gauff earned an estimated $23 million in endorsements, making her the highest-paid female athlete of the year—a remarkable accomplishment for someone so early in her career. This earning potential reflects not only her achievements but also the trust that brands place in her ability to connect with diverse audiences across the globe. For Gauff, this financial success is especially meaningful, as she recognizes the challenges female athletes have historically faced in securing lucrative sponsorship deals compared to their male counterparts.
“From a sponsorship standpoint, we’re getting some good money compared to the men. At least in my position,” Gauff remarked in 2023, acknowledging her privileged position within the sport but also highlighting the importance of equitable opportunities for women in athletics.
Following her US Open victory, Gauff received a surge of new endorsement offers. However, she has been mindful of the commitments that come with being a brand ambassador. As she explained, there’s a common misconception that endorsing products is a simple task involving a quick photo or social media post. In reality, these partnerships can require hours of preparation, photo shoots, and events, each involving significant time and energy.
“Winning the US Open, obviously if you win a Grand Slam, you get more brands reaching out to you,” Gauff shared. “These commitments take a lot. People think we just post a photo on the internet with that brand. People don’t realize it’s like an 8-hour or 10-hour day. Lots of times you have commitments or have to do an event. For me, it’s just been about trying to still capitalize on the moment, but also protecting my peace and my mental health and still playing the game I love.”
This commitment to maintaining balance has been essential for Gauff. As she continues to navigate her growing fame, she has prioritized mental health and well-being. Gauff has openly discussed the pressures that come with fame and has credited her team with helping her manage her career effectively while maintaining her personal peace. This focus on mental health is a message that resonates strongly with young fans and adds depth to her brand image, emphasizing the importance of self-care amid the demands of a high-profile career.
With her unique combination of athletic talent, maturity, and relatability, Gauff is an ideal ambassador for the sport. She embodies qualities that brands and fans admire: dedication, resilience, and an unwavering love for tennis. As she continues to compete at the highest level, she is poised to maintain and even expand her influence within the sports marketing world. Her journey serves as an inspiration to many, illustrating how success on the court can translate to powerful opportunities off it, provided the athlete remains grounded and true to their values.
Looking ahead, Gauff’s marketability is likely to grow as she pursues more Grand Slam titles and cements her legacy in tennis. Her success in overtaking Djokovic on SportsPro’s list is just one milestone in what promises to be a remarkable career. Whether she’s on the court competing for titles or working with top brands, Gauff represents the future of tennis—a future filled with promise, potential, and a lasting impact on the sport and its fans.