By Emmanuel 
Coco Gauff was named the most marketable athlete in the world and also earned the biggest payday of any female athlete this year. According to Forbes, the 20-year-old made an estimated $34.4 million in 2024.
She earned $9.4 million from playing tennis, including winning a record prize purse at the WTA Finals Riyadh. The rest of her earnings, around $25 million, came from her many sponsorship deals.
Gauff surpassed last year’s top earner, Iga Swiatek, and Chinese skier Ailing Gu by more than $10 million. She added new partnerships with Carol’s Daughter, Fanatics, and Naked Juice to her existing list of sponsors, which includes big names like New Balance, Head, Bose, and American Eagle. In the most recent season, a female athlete earned the third-highest amount ever.
Gauff made $34.4 million, which is less than Naomi Osaka and Serena Williams, who earned $57.3 million and $45.9 million in 2021. Women tennis players usually make a lot of money, with 11 out of the Top 20 highest paid female athletes being from the WTA.
Forbes’ Top 5 earners in the world of sports include Swiatek at No. 2 with $23.8 million, Zheng QInwen at No. 3 with $20.6 million, and Aryna Sabalenka at No. 4 with $18.7 million.
Forbes gathers off-field earnings estimates from discussions with industry experts, while on-field earnings include prize money, bonuses, and base salaries in certain sports.