Coco Gauff, an American professional tennis player, has rapidly ascended from a promising junior to a global sports icon, not only through her on-court achievements but also through a strategic approach
to endorsements and business ventures. Her journey began with early recognition of her talent, leading to professional opportunities and partnerships that have solidified her status beyond the tennis court. This blend of athletic prowess and business acumen has allowed Gauff to build a powerful personal brand at a young age, making her a significant figure in both sports and commerce.
Early Professional Steps and Key Endorsements
Gauff's professional career officially began in 2018 when she was just 14 years old. This pivotal moment was quickly followed by a significant move into the business world: signing with Team8, a sports management agency co-founded by tennis legend Roger Federer and Tony Godsick. This partnership laid the groundwork for her future commercial success. In October 2018, New Balance officially announced a multi-year endorsement deal with Gauff, marking one of her earliest and most enduring brand relationships. This collaboration proved to be highly impactful, especially after her breakthrough performance at Wimbledon in 2019.
Following her impressive run at the 2019 Wimbledon Championships, where she defeated Venus Williams and reached the fourth round, New Balance capitalized on her rising fame by launching a "Call Me Coco" campaign. This initiative aimed to inform the public about her preferred name, further personalizing her brand. The partnership deepened over the years, with New Balance launching her first signature shoe, the Coco CG1, in 2022, and subsequently announcing a long-term extension of their collaboration. The success of this partnership was further highlighted after her 2023 US Open victory, when New Balance revived their campaign with a celebratory twist, rebranding it as "Call Me Champion." In 2024, the second model of her signature shoe, the Coco CG2, was released, demonstrating the continued strength of this alliance.
Expanding Her Brand Portfolio
Beyond New Balance, Gauff has strategically diversified her endorsement portfolio, partnering with a range of prominent companies across various sectors. In December 2018, she secured a long-term partnership with Head, a well-known sports equipment manufacturer, ensuring she was equipped with top-tier gear. The year 2019 saw her further expand her reach by signing an endorsement deal with Barilla, a global food company, and becoming a Rolex Testimonee, aligning herself with a luxury brand known for its association with excellence and achievement.
Her business ventures continued to grow in the 2020s. In 2020, Gauff entered a partnership with Microsoft, focusing on analytics and education, showcasing her interest in technology and broader societal impact. The following years brought collaborations with American Eagle for their spring campaign in 2022, and in 2023, she became an ambassador for the advisory CPA firm Baker Tilly. That same year, she signed an endorsement deal with Bose, became a brand partner of UPS, and starred in an advertisement for Ray Ban x Meta smart glasses, illustrating her appeal across diverse industries from audio technology to logistics and innovative eyewear. In 2024, Gauff signed multi-year partnerships with natural hair brand Carol's Daughter and Naked Juice, where she also took on the unique role of Chief Smoothie Officer. Her influence continued to expand into the automotive sector in 2025 when she joined Mercedes-Benz as a global brand ambassador.
Entrepreneurial Spirit and Media Ventures
In a significant move demonstrating her entrepreneurial spirit, Gauff departed from her longtime agency Team8 in April 2025 to launch her own management firm, Coco Gauff Enterprises, in partnership with WME. This step allowed her to take greater control over her brand and business decisions. Her ventures also extended into media production; in September 2025, Gauff's media company, IROC, partnered with Religion of Sports for production and branded content. This collaboration indicates her interest in storytelling and creating content that resonates with her audience. Further solidifying her presence in media, in 2026, Tennis Channel released two short documentaries, _Serve: Fashion & Tennis_ and _The Zina Effect_, both of which Gauff executive produced. These initiatives highlight her multifaceted career, blending athletic achievement with a keen eye for business and media production, cementing her status as a modern sports entrepreneur.
