The journey of the CGs with NB! From struggling to deal with all the hype and the mental pressure that was brought along with her rapid rise to becoming the most marketable tennis athlete, it has truly been a remarkable journey for Coco Gauff! Her enormous talent and charismatic appeal have made big brands chase her. One such lucky company is the New Balance. Gauff signed her first contract with New Balance in 2018 when she was just 14 years old. There were multiple competitors, and cracking the deal wasn’t a cakewalk, but her father played a pivotal in building this partnership.
Recently, Coco Gauff gave an interview to Jabari Young (Senior Editor & Writer Forbes) and during that interview, she revealed who had actually brought her closer to New Balance. Gauff said, “When I first started with him (Corey Gayff) I was only 14. So at that time, I was just that one of the only times where I’m like okay one of the brands I will say when I first started with them. I was just kind of leaning to whatever my parents were going with. Because I was like 14, I didn’t know anything.” Although there is no concrete information about how much she earns from this deal with the $5.3 billion worth New Balance, as per several reports, it’s assumed she earns $1 M from this every year.
She further went on to add, “I remember my dad was like brought the idea of New Balance up and I was New Balance at that time, I think they only had Milos Raonic (Canadian tennis star).” New Balance has played a big role in her transition from rising star to being a superstar! According to Forbes, Coco Gauff earned almost $21.7 M in 2023 ($6.7M from prize money + $15 M from endorsements). Her current net worth is around $12 M.
She has partnerships with multiple brands like New Balance, Head, Barilla, Bose, UPS, Baker Tilly, and many others. However, what is the one factor that makes her partnership with the New Balance so special? In November 2022, Gauff signed a long-term extension with New Balance and also launched her own signature shoe called ‘Coco CG1’. Here’s what she said after signing this big deal.
“New Balance has supported me since my junior tennis years” – Coco Gauff
Just like how her parents have been her “support system” throughout her career, she believes New Balance also played a big role in her rapid rise. During an interview, Evan Zeder, the head of tennis sports marketing at New Balance, revealed that they were quite impressed with Coco Gauff’s drive, passion, and positivity. They knew this young girl had a bright future ahead in her career and wanted Gauff to inspire the next generation.
Reflecting her gratitude to the brand, Coco Gauff also stated, “New Balance has supported me since my junior tennis years and has been by my side for the biggest moments of my career. The team feels like family.”
According to Gauff, New Balance has always showcased their support with her interest on and off the court and helped her to become a better athlete. So, it’s more like a “dream come true” moment for her to get the chance with New Balance to inspire generations to come. She has always been very clear about setting her priorities in her career. Now, it’ll be interesting to see how well the 20-year-old superstar balances her on-court and off-court commitments.
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