In the glittering glare of Riyadh’s floodlights, where the desert heat meets the sharp crack of a tennis ball on clay, Coco Gauff has emerged not just as a champion, but as a voice for progress. The 21-year-old American phenom, fresh off defending her WTA Finals title in the Saudi capital last November, is gearing up for a triumphant return in 2025. As the world No. 3 prepares to reclaim her throne at the season-ending spectacle—slated for November 1 amid a three-year deal with the Saudi Tennis Federation—Gauff has pulled back the curtain on her evolving perspective. Her words cut through the controversy like a perfectly placed ace: candid, compassionate, and unapologetically hopeful about women’s sports taking root in a nation long shadowed by scrutiny over gender equality and human rights.
Gauff’s journey to this point hasn’t been a straight set. When the WTA announced the Riyadh partnership in 2024, it ignited a firestorm. Critics decried it as “sportswashing”—a glossy veneer over Saudi Arabia’s thorny record on women’s freedoms, LGBTQ+ rights, and broader social reforms. Gauff, no stranger to activism with her outspoken stances on racial justice and equality, didn’t shy away. She dove headfirst into the fray, hopping on every player conference call she could, grilling WTA executives, and even engaging directly with Saudi officials. “I’m obviously very aware of the situation here in Saudi,” she confessed to reporters last year, her voice steady but laced with vulnerability. “My view on it is that I do think sport can have a way to open doors to people.” It was a revelation born of reservation: “I would be lying to you if I said I had no reservations. You guys know who I am and the things I speak about.”
Those reservations ran deep, personal even. Gauff drew parallels to her family’s history, evoking the desegregation battles her grandmother faced in Florida schools over six decades ago. “Obviously I’m a woman. I was very concerned. My dad was very concerned with me coming here,” she admitted, painting a picture of late-night family huddles weighing the risks against the rewards. Yet, in a move that underscored her maturity, she sought dialogue over distance. Gauff held frank discussions with Princess Reema bint Bandar Al Saud, Saudi Arabia’s ambassador to the United States and a trailblazing figure in the kingdom’s sports push. Over those calls, she probed pressing issues: women’s autonomy, LGBTQ+ protections, and the tangible steps toward inclusivity. “We have to have a real program or real plan in place,” she insisted, emphasizing that presence alone wasn’t enough—impact had to follow.
Fast-forward to October 2025, and Gauff’s tone has shifted from cautious curiosity to quiet conviction. Reflecting on her 2024 Riyadh debut, where she outlasted China’s Qinwen Zheng in a nail-biting final to pocket a record $4.8 million—the fattest paycheck in WTA history—she sees undeniable dividends. The event wasn’t just a smash hit logistically; it was a cultural earthquake. Saudi girls, many seeing pro women’s tennis live for the first time, packed the stands in droves, their cheers a symphony of newfound fandom. “This is the first professional women’s tennis event held here,” Gauff marveled post-victory, her trophy gleaming under the arena lights. “I’ll forever be etched in history in that standard.” That triumph, the youngest WTA Finals win since Maria Sharapova’s in 2004, wasn’t merely personal; it symbolized a breakthrough. The tournament’s $15.25 million purse drew the globe’s elite, and players like Gauff and Jessica Pegula left buzzing about the warm welcome and community outreach.
Now, with the 2025 edition on the horizon—extended through 2026—Gauff champions continuity as key. “Building a culture” around women’s sports, she argues, isn’t a sprint but a marathon. Hosting the Finals year after year fosters familiarity, inspiring local talent and embedding tennis into the national fabric. The Saudi Tennis Federation’s ambitious goal? One million players by 2030, with grassroots programs sprouting like desert oases. Gauff envisions a ripple effect: “You have to start little by little” for real change to take hold. She urges skeptics—fans, media, fellow athletes—to “keep an open mind” about visiting, insisting that firsthand exposure dissolves myths. “From my experience, it seems successful,” she shared recently, her optimism tempered by realism. “I wouldn’t mind coming back in the future for longer than three years,” provided progress persists. It’s a pragmatic optimism, one that ties her athletic prowess to advocacy: if Saudi Arabia keeps pushing reforms—like easing guardianship laws and boosting female workforce participation—then the WTA’s foothold could evolve into a foundation for broader empowerment.
Yet Gauff’s candor doesn’t gloss over the gaps. She remains vigilant, tying her return to measurable strides. “Staging the WTA Finals in Saudi Arabia can help to bring change on behalf of gender equality and LGBTQ rights,” she stated firmly, echoing her pre-2024 stance. Without “genuine progress,” she hinted she might sit out future editions—a bold line in the sand from a star who’s already proven her power to sway narratives. Her approach mirrors the nuanced tightrope of global sports: engaging without endorsing, challenging without withdrawing. It’s reminiscent of her on-court tenacity—20-time Grand Slam doubles winner turned singles trailblazer, US Open 2023 singles champ—who turns pressure into propulsion.
As Riyadh braces for Gauff’s encore, her story transcends the scoreboard. In a kingdom accelerating its sports revolution—from soccer’s Saudi Pro League splash to boxing’s Riyadh Season bonanzas—women’s tennis stands as a beacon. Gauff, with her blend of ferocity and foresight, embodies the hope that these events aren’t just spectacles but seeds of transformation. “It’s a nuanced kind of conversation,” she reflected, likening it to her grandmother’s era: initial discomfort yielding long-term gains. “In the long run, I think it might be better for everybody.” We’ve talked to a lot of women here in Saudi Arabia, and the energy is palpable. For Gauff, it’s not about perfection today, but potential tomorrow. As she steps onto that court once more, racket in hand, she’s not just defending a title—she’s defending a vision of sports as the ultimate opener of doors. In the game of change, Coco Gauff is playing to win.
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