"It’s never too late for anything": Madison Keys reemerges at WTA Finals after nine-year absence

Madison Keys isn’t taking any of this for granted. Before her opening clash with Iga Swiatek at the WTA Finals in Riyadh, the 30-year-old American reflected on her journey back to tennis’ elite stage — nine years after her last appearance at the event. Keys, who began the season ranked No. 20, arrives in Saudi Arabia as the reigning Australian Open champion and one of the most consistent players of 2025, looking to cap off a dream season with a deep run.

“That was obviously an amazing experience,” Keys said, recalling her previous Finals appearance in 2016, when she faced the likes of Angelique Kerber and Simona Halep. “It was all of the people that, growing up, were always at the top of the game. So just to be associated with all of them was a huge honor. After that I always wanted to make it back, so being here again, on the flip side of things, is really cool.” For Keys, facing Swiatek — the world No. 2 and defending champion — was not only a test of form but also a reminder of how far she’s come.

Her return to the WTA Finals crowns a career-best campaign. The American kicked off 2025 with back-to-back titles in Brisbane and at the Australian Open, claiming her maiden Grand Slam trophy eight years after falling short in the 2017 US Open final to Sloane Stephens. “It’s never too late for anything,” she told reporters in Riyadh. “I don’t think I would have believed that there would be a nine-year gap in the middle of it, but I’m playing some of my best tennis of my career. Sometimes as you start getting older, you start feeling like you’re running out of time. It’s been a little bit of a perspective change for me, where it’s like, there’s always time.”

That shift in perspective has fueled her rise. With a 37–13 record this season and over $4 million in prize money, Keys has paired her trademark power with newfound stability. Semifinal runs in Indian Wells and quarterfinals at Roland Garros showcased her adaptability across surfaces, while her composure under pressure reflected a maturity that comes only with experience.

Her first WTA Finals appearance came in 2017, when the field looked entirely different. Keys fell to Simona Halep (2–6, 3–6) and world No. 1 Angelique Kerber (3–6, 3–6) but defeated Dominika Cibulkova (6–1, 6–4). Now, nine years later, she returns as one of the tour’s veterans, surrounded by a new generation that includes Swiatek, Amanda Anisimova, and Elena Rybakina.

Her campaign in Riyadh began with a tough 1–6, 2–6 loss to Swiatek — a result that complicates her chances of reaching the semifinals. With sets and games potentially deciding group ties, Keys will need a strong response in her next match against world No. 4 Amanda Anisimova, a two-time WTA 1000 champion and finalist at both Wimbledon and the US Open this season.

“It’s definitely something that I’ve had to step back and appreciate,” Keys said, reflecting on her longevity. “I give myself a pat on the back for staying in the mix as long as I have, still being out here. I don’t want to say this is my last. Hopefully there’s more in the future. But yeah, I think it’s definitely giving myself a little bit of a pat on the back for being a 21-year-old, and now being plus nine.”

No matter what happens in Riyadh, Madison Keys has already won in her own way. From heartbreak to Grand Slam glory, her 2025 season is a reminder that patience, perspective, and belief can revive a career — and perhaps even redefine it.