How Coco Gauff Wins Big On And Off The Court

Key Concepts

• Coco Gauff: Professional tennis player, Forbes 30 Under 30 honoree, and rising business entrepreneur.
• WTA Tour: Women's Tennis Association, the principal organizing body of women's professional tennis.
• Coco Gauff Enterprises: Gauff’s newly formed agency, in partnership with WME, focused on greater control of her brand and business ventures.
• Religion of Sports: Media company founded by Tom Brady, Michael Strahan, and Gotham Chopra, partnering with Gauff to develop content.
• Brand Building: Gauff’s shift from solely being a brand ambassador to actively being the brand.
• Athlete Entrepreneurship: The trend of athletes taking control of their image and business opportunities, exemplified by Serena Williams, Naomi Osaka, and Roger Federer.

Early Inspiration and Rise to Prominence

The video details the remarkable journey of Coco Gauff, beginning with a formative encounter with her idol, Serena Williams, around a decade ago. While serving as a body double for a younger Williams in a Delta Airlines campaign, the pre-teen Gauff was profoundly impacted, stating, “I just remember her walking by, and it just felt not real. You could have told me that was Jesus.” This experience ignited a passion for tennis, with Gauff displaying a photo of Williams in her bedroom.

Gauff’s professional career began in 2018, and she quickly ascended the ranks. As of the video’s timeframe (late 2025), she is ranked third on the WTA tour, boasting 11 career singles titles, including the 2023 US Open and the 2024 French Open. Notably, she won her first US Open as a teenager, echoing Williams’ achievement 24 years prior. She has also excelled in doubles, winning Roland Garros in 2024 and nine other events. Her total prize money to date is nearly $30 million, placing her 11th in WTA history.

Financial Success and Brand Partnerships

Gauff’s on-court success has translated into significant off-court earnings. She currently earns an estimated $25 million annually from sponsorships, combined with $8 million in prize money in 2025, totaling $33 million – making her the highest-paid female athlete according to Forbes for the second consecutive year. Her current sponsors include New Balance, Baker Tilly, and Mercedes-Benz.

However, Gauff expresses a desire to move beyond traditional endorsements, stating, “As I’ve gotten older, I don’t want to be just a face of brands, but also be the brand.” This ambition is driving her towards greater control over her image and business ventures.

Strategic Business Moves: Coco Gauff Enterprises & Religion of Sports

In 2024, Gauff made a pivotal business decision by splitting with Team 8, the agency co-founded by Roger Federer, to launch Coco Gauff Enterprises in partnership with WME. This move, she explains, is about gaining “More control in what I want to do.”

A key component of this new strategy is a partnership with Religion of Sports, a media company founded by Tom Brady, Michael Strahan, and Gotham Chopra. This collaboration aims to develop TV shows, movies, and digital content. The partnership originated after Gauff’s father connected with Gotham Chopra at the Super Bowl, initially testing the waters with a campaign for Naked Juice. Gauff has expressed a long-term goal of producing a feature film. Chopra notes Gauff’s “artistic intuition,” highlighting her potential beyond the tennis court.

Family Sacrifice and Early Development

The video emphasizes the significant sacrifices made by Gauff’s parents, Candy and Cory, to support her athletic aspirations. Both former college athletes, they quit their jobs and relocated the family from Georgia to South Florida so Koko could receive specialized training. Candy homeschooled her daughter, while Cory served as her coach.

Gauff’s early success was remarkable. She won a junior tournament on the New York City Little Mo Circuit at age 8 and decided to pursue professional tennis. At 10, she became the youngest player to win the USA Clay Court national 12 and title. By 12, she was training at the Mouratoglou Tennis Academy on the French Riviera, the same academy where Serena Williams honed her skills. New Balance recognized her potential and signed her in 2018, following her French Open Junior Tournament win.

Key Moments and Continued Ambition

A defining moment in Gauff’s career was her upset victory over Venus Williams at Wimbledon in 2019, at the age of 15. While she faced setbacks, including runner-up finishes at the 2021 US Open (doubles) and the 2022 French Open (singles and doubles), her breakthrough came with her 2023 US Open victory over Aryna Sabalenka.

Following this win, Gauff released her second signature shoe, secured deals with Fanatics, Carol’s Daughter, and Naked Juice (including an equity stake), and invested in the women’s basketball league, Unrivaled. Despite her achievements, Gauff remains ambitious, stating, “I feel so far away from my potential.”

Synthesis

Coco Gauff’s story is one of exceptional athletic talent combined with astute business acumen. She is not only a dominant force on the WTA tour, earning substantial income through prize money and endorsements, but is also proactively building a brand and expanding her influence through strategic partnerships like Coco Gauff Enterprises and Religion of Sports. Inspired by the entrepreneurial journeys of athletes like Serena Williams and Roger Federer, Gauff is determined to control her narrative and evolve into a multifaceted figure beyond the tennis court, demonstrating a clear vision for long-term success and impact.