Maria Sharapova has criticized the lack of marketing in tennis, using the example of Coco Gauff's victory at the US Open.

The 19-year-old American stormed to victory at Flushing Meadows last month, defeating Mirra Andreeva, Caroline Wozniacki, Jelena Ostapenko, and Karolina Muchova on her way to a clash with World No. 1 Aryna Sabalenka in the final. Gauff fought back from a set down against the Belarusian to win her first-ever Grand Slam title 2-6, 6-3, 6-2.

The victory itself received a lot of media attention, with the final bringing in 3.4 million viewers on ESPN, making it the channel's most-watched women's singles major final. However, five-time Grand Slam champion Sharapova has called out the lack of marketing done following the young tennis star's win in New York.

The 36-year-old former player recently attended a conference organized by Bloomberg, where she discussed her career and various aspects of the sport in general, including its financial situation. At one point, she was asked about what tennis needs to do in order to grow as a business, to which she responded by saying that increased engagement was a big factor.

"I mean it’s a loaded question. There are a lot of options and roads. I mean look… let’s start with the fact you had Ted on the stage and I was listening to his talk on my way here and he spoke about engagement and the importance of engagement.

"You had Coco Gauff just winning her first Major at the US Open in New York City. I mean the crowd, the bridging culture, sport, fashion, all in that moment… two weeks later, three weeks later… how many people know that she’s playing a tournament [China Open] in Beijing," she said.

Sharapova added that most people who watched Gauff win the US Open had no idea where or when she was playing next and therefore did not tune in to see her play in Beijing last week. Gauff made it to the semi-finals of the WTA 1000 tournament before losing to Iga Swiatek.

"She got to the semifinals and lost but I’m sure 99 percent of the audience at the US Open had no idea where she was playing next. Right away that’s off the bat, that’s a problem," she continued.

The Russian has previously spoken of Gauff's ability to transcend the sport and bring in a wider audience.

"I have been saying this for years… I think she has the ability to transcend the sport, bridging entertainment and sport and culture and fashion. She’s got such a great voice and most importantly, she is an amazing competitor which is just like the full package," she said on the Rennae Stubbs Tennis Podcast last month.