In what might be the most dramatic financial shift in women’s tennis this year, Coco Gauff has officially out-earned Aryna Sabalenka — becoming 2025’s highest-paid player, men and women considered, overturning expectations and changing the money game forever.
According to the latest earnings data, Gauff banked a striking US $37.2 million over the past 12 months — combining $12.2 million in prize money with a massive $25 million in endorsements and off-court deals. Forbes+2Last Word On Sports+2 Sabalenka, despite her stellar season and being world No. 1, pulled in around US $27.4 million — a full 10 million dollars less than Gauff. Forbes+2Women’s Tennis Blog+2
That gap isn’t just about wins and losses; it says something about star power, marketability and branding — especially in a sport that’s historically been dominated by money flowing to male players or established legends. Gauff’s rise shows a shift: a young woman, still in her early 20s, is now the most lucrative name in tennis.
🎯 Why Gauff’s Payday Is So Huge
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On-court success: Gauff’s 2025 season included major wins, including a Grand Slam title, which boosts her prize-money haul significantly. Tennis365+1
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Savvy off-court deals: Her endorsement portfolio, featuring brands like New Balance, Bose, and more, exploded this year — and her new business moves (investments and brand ventures) have magnified her income beyond the baseline. Forbes+1
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Youth + global appeal: At just 21, Gauff has both athletic talent and mass-market appeal. Her ability to connect with younger fans and global audiences gives brands a modern icon — and they’re clearly willing to pay.
What This Means for Tennis — And Beyond
This isn’t just about a bigger bank account for Gauff — it’s a potential turning point for women’s sports. Her earning gap over Sabalenka signals that success off the court can rival — or even outpace — on-court dominance. It sends a message: performance, charisma, and business acumen now matter as much as Grand Slams.
For aspiring female athletes, Gauff becomes a blueprint: master the game on court, build your brand off it, and don’t be afraid to expand into business. For sponsors and brands — she shows that investing in a young, dynamic athlete pays off big.
It also puts pressure on the rest of the tour. The competition isn’t just for trophies anymore — it’s for sponsorships, global reach, and financial clout. Rival players will need more than baseline consistency; they’ll need personality, marketability, and business strategy if they want to keep up.
The Bigger Picture: A New Era for Women in Sport
Coco Gauff’s triumph on the financial front — overtaking Sabalenka — might just be the beginning. With her youth, talent, and business savvy, she’s shaping up to be not just a champion in tennis, but a pioneer for a new generation of female athletes balancing sport and brand power.
If 2025 is any indication, women’s tennis is entering a bold new chapter — one where contract deals, branding, and global influence matter just as much as aces and Grand Slam trophies. And for Gauff — the sky might not even be the limit.
