"A lot of the brands want to get more women & want to be more diverse": Coco Gauff quizzed about gender gap still existing for sponsorships
WTA
Coco Gauff
reflected on the gender gap in sponsorships for male and female tennis players.
The
American tennis player advanced to the semifinals of the WTA Finals as the
second-place finisher in her group, defeating Ons Jabeur and Marketa
Vondrousova while losing to Iga Swiatek.
Gauff, at
19 years old, is still in the running to finish the year with the title after a
remarkable season in which she won her first WTA 500, WTA 1000, and Grand Slam
at the US Open.
She was
asked if her successful season helped her secure more sponsorships and whether
she believes that women athletes will be paid the same amount as men:
“From a
sponsorship standpoint, we’re getting some good money compared to the men. At
least in my position. I wouldn’t say it’s more so like a contract thing. Yes,
there’s still a gender gap, but I feel like now a lot of the brands want to get
more women & want to be more diverse- Especially with me being a black
woman,” Coco Gauff said.
“One of the
reasons New Balance was keen to work with me from a young age was because they
wanted to be more diverse… People think it’s a big gap, but I don’t think so,”
she added.
“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,” 2023 US Open champion
claimed.
“For me
it’s just been about trying to still capitalize on the moment, but also
protecting my peace & my mental health & still playing the game I love.
I think my team has done a great job helping me with that,” Gauff added
“A lot of
brands are gonna reach out to more women athletes because they see how much we
can & how much they can monetize from this. I know there are some people
online who act like women’s sports isn’t a thing. But people really enjoy
seeing us play,”
“I think as
much as we can market ourselves, and market not just tennis, but other sports
in general, it’d be better for everyone. Not just in sports. Hopefully it can
transcend into other places of work & in business & other things like
that. So I’m grateful to be in that position. Especially as a black woman,
doing this. I’m thankful for all the people who paved the way so I can be in
this position,” Coco Gauff stated.
Cristhián AvilaTennis Journalist
Cristhián Ávila is a tennis journalist based in Santiago, Chile, and has been part of the TennisUpToDate team since early 2023. He covers the ATP and WTA Tours as well as all four Grand Slams, producing breaking news, match reports, analysis, and regular liveblogs from major tournaments.
His reporting combines statistical analysis with clear explanation, helping readers understand tactical developments, player form, and broader storylines across the tour. Working fluently in both Spanish and English, Cristhián collaborates with an international editorial team and contributes to comprehensive global coverage. As part of his work, he has conducted interviews and media interactions with leading figures in the sport, including Caroline Wozniacki and John McEnroe.
In his journalism, Cristhián places strong emphasis on careful sourcing, editorial accuracy, and updating articles promptly when new, verified information becomes available. His coverage is grounded in research, context, and direct engagement with professional tennis.
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