Table of Contents
At 21, Coco Gauff isn’t just the teenager who stunned Wimbledon anymore. She’s a two-time major champion, a permanent fixture in the top three of women’s tennis and, for the third straight year, the world’s highest-paid female athlete. The twist? Most of that money now arrives without her hitting a ball.
The clearest sign yet: a new global brand-ambassador deal with Mercedes-Benz, announced just as year-end earnings lists put her at the top of the pile again. A decade ago, that kind of luxury automotive partnership belonged to Roger Federer. Today, it belongs to Gauff – and it sits on top of one of the broadest endorsement portfolios in sport.
Here’s how the Gauff brand empire breaks down, deal by deal.
1. Mercedes-Benz
Her newest and loudest partnership. A multi-year global ambassador role with Mercedes-Benz signals Gauff’s arrival as a fully-fledged lifestyle icon, not just a tennis star.
2. New Balance
New Balance signed Gauff at 14 and never let go. She has a signature shoe line, headline campaigns and even a fashion-forward tie-in through a Miu Miu collaboration.
3. Head
Gauff’s racquets come from Head, the unseen hardware powering Grand Slam runs. Every televised forehand doubles as rolling product placement.
4. Rolex
The Rolex on her wrist during trophy photos puts her alongside tennis’s classic luxury set and anchors her in the heritage end of the market.
5. Bose
Bose uses Gauff in campaigns that lean into her personality: warm, slightly irreverent, plugged into Gen-Z culture as much as on-court grind.
6. American Eagle
American Eagle takes Gauff straight into mall culture and TikTok wardrobes, translating her tour persona into denim, basics and back-to-school outfits.
7. Ray-Ban | Meta
Smart-glasses work with Ray-Ban and Meta pushes her into the creator economy, where sport, fashion and social media collide.
8. Emirates Airlines
Emirates gives her global reach across tournaments and aviation, positioning her as a fixture of the long-haul, premium-travel world.
9. flyExclusive
A multi-year global ambassador deal with flyExclusive means she and her team criss-cross the tour on private jets – and the brand gets the halo effect.
10. Barilla
Barilla puts Gauff in grocery baskets around the world, a low-glamour but high-frequency presence that most athletes never land.
11. Naked Juice
Naked Juice (or Naked Smoothies) slots neatly into the wellness storyline: training, recovery, airport fridges and gym-bag routines.
12. Baker Tilly
Her advisory-firm partnership with Baker Tilly belongs firmly in the balance-sheet bucket, hinting at long-term business and investment ambitions.
13. UPS
UPS adds a blue-chip, industrial name to the mix, underscoring scale, reliability and real-economy heft.
14. Microsoft and Meta
Work with Microsoft and Meta gives Gauff a seat at the tech table, reinforcing an image built around innovation and digital reach.
15. Fanatics
Fanatics handles the merch side: apparel, collectibles and limited drops that monetise her growing global fanbase.
16. Carol’s Daughter
With Carol’s Daughter, under the L’Oréal umbrella, Gauff steps into beauty and haircare, speaking directly to young women who see themselves in her story.
