The financial landscape of women’s sports has undergone a dramatic shift, and for the third year in a row, American tennis sensation Coco Gauff remains its most lucrative figure. Following the release of the 2025 financial rankings, Gauff’s position at the summit of the world’s highest-paid female athletes has been reaffirmed. This sustained economic dominance was further highlighted this week by her appointment as a global ambassador for Mercedes-Benz, a deal that integrates her into a marketing strategy alongside legends such as Roger Federer.
A record-breaking three-year run at the top
Since first claiming the top spot in 2023, Gauff has consistently outperformed her peers in both tournament winnings and commercial partnerships. In 2025, her total annual income reached an estimated $33 million, narrowly edging out world number one Aryna Sabalenka and three-time Grand Slam champion Iga Świątek. This achievement marks the third consecutive year that Gauff has led the rankings, a feat that underscores her unique position as a generational talent whose marketability rivals the most established names in global sports.
“At 21, Coco Gauff continues to redefine what global sports dominance looks like. It is no longer enough to simply win championships; one must also win the financial race.” — Tamara Brown, Sports Reporter at BET.
The strategic shift to Coco Gauff Enterprises
A significant factor in Gauff’s third consecutive year as the top earner was her decision to take direct control of her commercial interests. Earlier in 2025, she departed from traditional agencies to launch Coco Gauff Enterprises. This move toward personal ownership has allowed her to curate a high-end endorsement portfolio that now includes Rolex, New Balance, Bose, and the newly announced Mercedes-Benz partnership. By focusing on long-term brand equity rather than short-term visibility, Gauff has successfully transitioned from a sponsored athlete to a business entrepreneur.
“As I’ve gotten older, I don’t want to just be a face of brands, but also be the brand.” — Coco Gauff, two-time Grand Slam champion.
Endorsements as the primary driver of wealth
The 2025 rankings reveal that the vast majority of Gauff’s income—approximately $25 million—was generated off the court. While her $8 million in prize money was significant, fueled by titles at Roland Garros and Wuhan, it is her appeal to luxury and tech brands that has solidified her financial lead. As women’s tennis continues to dominate the lists of highest-paid female athletes, Gauff’s ability to secure the highest off-court annual income of any woman in sports ensures that her financial legacy is as robust as her competitive one.
“Coco Gauff is an exceptional athletic talent—focused, resilient, and unafraid to lead. As Mercedes-Benz embarks on an exciting new chapter in tennis, her impact both on and off the court makes her an outstanding ambassador.” — Christina Schenck, Vice President of Digital
Cori Gauff in 2025
Currently ranked no.3, Coco played her last match on the 6th of November when she overcame world no.8 Jasmine Paolini 6-3 6-2 in the round robin in Riyadh (draw).
This season Coco has a compiled 48-16 win-loss record. The American clinched 3 titles in 2025 in Australia, French Open and Wuhan. Coco was the finalist in Madrid and Rome.