Coco Gauff highest-paid female athlete of 2023 after incredible year
Coco Gauff enjoyed a tremendous 2023 season, with the American teenager winning her first Grand Slam title at the US Open - and she is the highest-paid female athlete in the world.
American tennis sensation Coco Gauff has beaten out the likes of Simone Biles and Naomi Osaka to be named the highest-paid female athlete of 2023. Gauff enjoyed a stunning breakout season, claiming her first major title as she won the US Open back in September.
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For years, the highest-paid female athlete was a crown worn on an annual basis by the likes of Serena Williams and Maria Sharapova, players whose ability and marketability led to immense pay packets. But Williams retired last year while Sharapova walked away from the sport in 2020.
Meanwhile, Osaka took a sabbatical from tennis amid the birth of her daughter, which paused her lucrative endorsement deals. These events paved the way for Gauff to seize the title, narrowly beating out World No. 1 Iga Swiatek and Olympic skier Eileen Gu.
In 2023, Gauff earned an estimated $22.7 million from prize money and endorsements, according to a list published by Sportico. She made $6.7 million in prize money while the 19-year-old’s personality and profile attracted $16 million in endorsements.
After winning the US Open final against Aryna Sabalenka - who ranked sixth on the list - Gauff took home a record $3 million. The seminal victory also triggered lucrative bonuses from New Balance and Head.
Gauff has been a darling of sponsors for years. By her 15th birthday, the prodigious American already had multiyear agreements with racket maker Head, Italian pasta giant Barilla, and New Balance.
She still works with those sponsors today, while Gauff signed big-money new deals with Bose, UPS, and accounting firm Baker Tilly. She also has a lucrative deal with Rolex, while she took part in campaigns for Ray-Ban Meta smart glasses and The Marvels movie following her maiden Grand Slam title win.
Last year, New Balance restructured her contract to make it one of the richest deals in women’s tennis - and included a five-year extension. With rival shoe and apparel brands lining up to bid for Gauff, New Balance moved swiftly to ensure she was locked in with the Boston-based firm for the long term.
New Balance also launched a signature shoe for Gauff last year, demonstrating how important they believe she is. As a result, she is the only active women’s player with a signature tennis shoe.
Tennis players continue to dominate the top of the earnings charts, holding nine of the 15 spots among the highest-paid female athletes, followed by soccer and skiing (two each) and single athletes from golf (Nelly Korda) and gymnastics (Biles). Remarkably, the top six all represent different countries, and athletes from nine nations made the cut.
Gauff led the way, followed by Swiatek, Gu, Emma Raducanu, and Osaka in the top five. Raducanu scooped huge endorsement earnings despite struggling with injury and a lack of form in 2023 after her breakthrough when she won the 2021 US Open.
