In a surprising turn of events, Coco Gauff has overtaken Novak Djokovic as the most marketable tennis player, according to SportsPro’s list of Most Marketable Athletes of 2024. The young American tennis sensation has soared five places above the ATP giant, landing at the impressive 13th spot while Djokovic lags behind at 18th.
This shift in rankings is particularly intriguing given Gauff’s position on last year’s list, where she sat at 12th place, just narrowly missing out on the title of the most marketable tennis athlete in 2023 – a title snatched by none other than Djokovic himself at 11th place. It seems that Gauff’s star power is on the rise, leaving even seasoned veterans like Djokovic in her wake.
Gauff’s success on the court at such a young age has captivated the tennis world, with many predicting that her future is set to be filled with even greater achievements. Her popularity among fans, especially children, has also contributed significantly to her marketability and overall image as a leading figure in the WTA.
At the tender age of 14, Gauff inked a deal with the prestigious clothing brand New Balance, marking the beginning of what would become a lucrative endorsement portfolio. Brands such as Rolex, Barilla, Baker Tilly, Bose, and UPS have since joined forces with the rising star, solidifying her status as a sought-after influencer in the world of sports marketing.
In a testament to her growing stature, Gauff raked in a staggering $23 million last year, making her the highest-paid female athlete for the first time in her career. Reflecting on her success, Gauff humbly remarked, “From a sponsorship standpoint, we’re getting some good money compared to the men. At least in my position,” underscoring the significance of her achievements both on and off the court.
