What Makes Coco Gauff the World’s Most Marketable Tennis Player

What Makes Coco Gauff the World’s Most Marketable Tennis Player

When Coco Gauff takes on Aryna Sabalenka in the women’s final at the 2025 French Open on June 22, she will already be a winner—regardless of the match outcome.

Despite being younger, less decorated, and lower-ranked than Sabalenka, Gauff has been recognized by SportsPro as the most marketable tennis player, male or female.

Why Coco Gauff Is So Marketable

Gauff’s appeal stems from her youth, relatability, talent, and charisma. But what truly sets her apart are four key attributes: charisma, capability, character, and country.

A Breakout Moment

Daniel Kirschner, Co‑Founder and CEO of digital content platform Greenfly, recalls Gauff’s breakthrough at Wimbledon 2019, when she defeated legend Venus Williams in the first round.
“That kind of explosive start to her career was a factor,” Kirschner notes. He adds that her sustained social media engagement has been critical to building her brand.

A Strategic Path to Endorsements

By age 13, Gauff had already joined Team8, the management agency founded by Tony Godsick and Roger Federer. After her Wimbledon triumph, she signed carefully selected endorsement deals rather than pursuing maximum short-term earnings.

Retired champion and commentator Mary Joe Fernandez—married to Godsick—says, “People want to join forces with her just for that.” Gauff’s consistent presence in the WTA Top 10 (since 2022) and her Grand Slam titles (including the 2023 U.S. Open and French Open doubles) ensure ongoing media attention and brand exposure.

A Voice That Resonates

Gauff’s composure off-court elevates her appeal. Whether discussing social justice or everyday interests, she combines approachability with insight. Her digital presence—over 800,000 TikTok followers, 1.9 million on Instagram, and 367,000 on X—demonstrates authentic engagement.

Strategic Brand Partnerships

Long-term relationships with premier brands like New Balance, Barilla, Rolex, and Baker Tilly reflect her deliberate brand stewardship. Kirschner explains:

> “You don’t necessarily want to maximize your near-term earning power by layering on as many brand deals as possible.”

The Advantage of Nationality

Her American identity amplifies her global appeal. As Babolat International Marketing Director Jean‑Christophe Verborg explains, “If you’re coming from the U.S. and are even No. 9 or 10 in the world, you will have an impact.” Gauff’s nationality, combined with her charisma, creates a powerful marketing package.