Coco Gauff announces new brand partnership days after being crowned highest paid female tennis player

Monday, 08 December 2025 at 17:18

Coco Gauff speaking at the WTA Finals press conference

Coco Gauff has become the latest tennis player not only to sign with a car manufacturer but also add to her ever growing portfolio of sponsorships and investments for the Roland Garros champion.

Gauff unlike other top tennis stars e.g Emma Raducanu, Zheng Qinwen, Iga Swiatek and even Eva Lys has not signed with Porsche but instead she has become the latest global brand ambassador for Mercedes Benz.

Gauff was pictured next to a Mercedes Benz with a racquet in her hand bouncing a ball as the brand confirmed the news on Monday afternoon.

"Power. Precision. Play without limits. We’re proud to welcome world-class tennis player @cocogauff to the Mercedes-Benz family as a new global brand ambassador," they penned on social media.

One user replied saying: "She keep signing with prestigious / classy brands. Shoutout to her team. They are doing a lot of things right. Which is why she is the highest earning woman athlete three years in a row!"

What this user is referring to is Gauff being crowned as the top female athlete when it comes to yearly earnings both on and off the court. Gauff accumulated $8 million in on-court earnings for the year, plus another $23 million from off-court deals, as part of her agreements with brands like New Balance, Rolex, and Emirates Airlines.

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She was then followed by World No.1 Aryna Sabalenka who earned $15million on the court, she earned the most when it came to actual on court earnings. But is on the rise when it comes to endorsements including Nike, Wilson, Electrolit, and IM8 (a vitamin supplement owned by former footballer David Beckham).

While Iga Swiatek is also on the rise. She has $13million in sponsorships this year after long being the athlete who earned the most on court but didn't really figure a lot off it with more brands partnering with her this year. Zheng Qinwen, Madison Keys, Elena Rybakina and Naomi Osaka also figured on that top ten list. Emma Raducanu who was a staple of this a long time ago does not anymore.

Albeit this move also on Gauff's part came shortly after she ended a long term agreement with BMW and she then switched over to Mercedes Benz being fully confirmed after rumours on Monday. Certainly making moves on and off the court going into the 2026 season.

Samuel GillEditor-in-Chief

Samuel Gill is the Chief Content Officer (CCO) of TennisUpToDate.com, a role he has held since 2020. He is responsible for editorial governance across the platform, including setting content standards, overseeing accuracy and consistency, and guiding long-term editorial strategy. Since joining, he has contributed more than 10,000 articles and editorial pieces across the TennisUpToDate network, playing a central role in the daily operation and development of the site.

Based in Leicester, Samuel has a broad background in tennis media. In his current role, he works closely with editors and writers to ensure coverage meets clear journalistic standards, with particular attention to verification, consistency, and timely updates when new information becomes available.

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