The Coco Effect: Surge in US Open ticket prices and sales credited to Coco Gauff's triumph at Flushing Meadows

The ticket exchange and resale company StubHub released an end-of-year report attributing to Coco Gauff the credit for raising prices and interest in women's matches at the 2023 US Open. The 19-year-old rising star had a dream campaign during the hardcourt swing in the USA, securing her first WTA 500 and WTA 1000 titles, culminating in winning the championship at Flushing Meadows.

According to the company, women's sports experienced a surge in the event economy this year. Despite the World Series, Formula One, and Lionel Messi's participation in Major League Soccer leading overall sales, women's sports claimed a larger share of the market.

Coco Gauff was the primary factor in driving up ticket prices for women's matches at Flushing Meadows, arriving as the local hope for securing a new title, the first since Sloane Stephens took the trophy in 2017. Sales for the women's final of the US Open increased by 30%, and when it was confirmed that Coco Gauff would be seeking her first Grand Slam title the next day, there was a 20% uptick.

StubHub spokesperson Adam Budelli explained that women's sports are on the rise, and they do not expect this trend to change in the short term, a sentiment also reflected in the National Women's Soccer League and more than doubling for the Women's National Basketball Association.

"It’s hard to predict, but we don't anticipate that that will slow anytime soon," he said (via Yahoo!).

The young American started the year as the world No. 7 and achieved a record of 51-16, corresponding to a 76% win rate. She also secured four titles, the first at the Auckland Open in January, and then, with an outstanding performance in the US Open Series, she claimed three more titles (Washington, Cincinnati, US Open).

Gauff earned a total of $5,976,622 in prize money, nearly half of her career earnings. Additionally, she had her longest winning streak between August and October, which eventually ended in the semifinals of the WTA 1000 China Open against Iga Swiatek. Gauff concluded the year as the world No. 3 after her semifinal defeat at the WTA Finals against Jessica Pegula.