Coco Gauff has replaced Novak Djokovic as the most marketable tennis player after SportsPro placed the American tennis star five places above the ATP giant on their list of Most Marketable Athletes of 2024.

New ranking: Coco Gauff replaces Novak Djokovic as most marketable tennis player

According to the sports industry news publication, the 2023 US Open champion is the 13th most marketable athlete in the world while the Serb sits at the 18th spot. Interestingly, the 20-year-old occupied the 12th place on the list last year – but because Djokovic landed at No. 11 – she just barely avoided being the most marketable tennis athlete in 2023.

On the court, Gauff has achieved success at a very young age and she is widely tipped to do many more great things in the future. Also, she is one of the most popular WTA players and female athletes – especially among kids – and that also plays a big part in her marketing image.

Gauff’s sponsors

When the American was just 14, she signed a deal with clothing brand New Balance. Since then, she has also added brands like Rolex, Barilla, Baker Tilly, Bose and UPS to her endorsement portfolio.

Coco Gauff and Rolex representatives

Coco Gauff and Rolex representatives© Coco Gauff/Instagram – Fair Use

Last year, the world No. 3 earned $23 million and became the highest-paid female athlete for the first time.

“From a sponsorship standpoint, we’re getting some good money compared to the men. At least in my position,” Gauff said in late 2023.

At the time, the 20-year-old also acknowledged that winning the US Open created new endorsement opportunities for her but also noted that being someone’s ambassador isn’t a cakewalk.

Coco Gauff & Novak Djokovic reign as most marketable tennis players of 2024; Carlos Alcaraz eclipses Jannik Sinner as Emma Raducanu sees massive fall

“Winning US Open, obviously if you win a Grand Slam you get more brands reaching out to you. These commitments take a lot. People think we just post a photo on the internet with that brand. People don’t realize it’s like an 8-hour or 10-hour day. Lots of times you have commitments or have to do an event. For me it’s just been about trying to still capitalize on the moment, but also protecting my peace and my mental health and still playing the game I love. I think my team has done a great job helping me with that,” Gauff explained at the time.