While some athletes sweat it out on the court for every dime, Coco Gauff just casually banked $20 million in endorsement deals — and she didn’t even need to swing a racquet.
At just 20 years old, Gauff has turned herself into a marketing goldmine, raking in off-court millions like it’s no big deal. According to Forbes, her 2024 endorsement haul made her the third-highest-paid tennis player on the planet, right behind Djokovic and Swiatek — and ahead of some pretty legendary names.
So how exactly did she pull this off?
Let’s start with the brands. New Balance has made her the face of their women’s tennis line, and she’s not just wearing their shoes — she’s designing them. Add Barilla, Rolex, Bose, and even UPS to the list, and suddenly you’ve got a 7-figure paycheck for each smile-in-slow-motion commercial.
But it’s not just traditional ads. Gauff’s real superpower is her relatability. She’s on TikTok, she’s on Instagram, she’s cracking jokes and posting behind-the-scenes videos. She’s the rare combo of world-class athlete and Gen Z icon. Her fans don’t just watch her matches — they buy her shoes, follow her playlists, and copy her outfits.
And brands? They eat that up.
“She’s got the charisma of Serena and the marketing pull of Zendaya,” one sports exec was overheard saying. (And we believe it.)
What’s more? She’s using her platform to talk about social issues, mental health, and education — proving she’s more than a walking sponsorship. She’s a movement.
So no, Coco didn’t need to hit a single backhand to earn that $20 million. She just needed to keep being Coco — cool, confident, and totally bankable.
