Coco Gauff Launches Her Own Venture

At just 20 years old, Coco Gauff continues to redefine what it means to be a modern tennis superstar — not just on the court, but far beyond it.

On Wednesday night, Gauff announced the launch of Coco Gauff Enterprises, her new business venture aimed at managing and expanding her off-court pursuits. The move comes with strategic backing from WME (William Morris Endeavor) — one of the world’s top talent agencies — but with a key distinction: this is Gauff’s show.

“My passion for making an impact—not just in tennis but in business, philanthropy and beyond.”
— Coco Gauff

While WME will support the enterprise’s operations, it won’t hold equity — giving Gauff more creative control and ownership than ever before. In an industry where athletes often play second fiddle to management, Gauff is making a bold pivot towards autonomy.

From Wunderkind to Businesswoman

Gauff turned pro at 14 and quickly became a fan favorite. From defeating Venus Williams at Wimbledon in 2019 to lifting the US Open trophy in 2023, her rise has been meteoric. But now she’s making it clear: the business game is one she’s just as serious about.

In 2024 alone, Gauff reportedly earned $30.4 million, including $21 million from sponsors. Her endorsement roster reads like a Fortune 500 power list:

New Balance (her signature shoe is on its second iteration)
L’Oréal’s Carol’s Daughter
Naked Juice (where she’s cheekily dubbed the Chief Smoothie Officer — and holds an equity stake)
UPS, Head, Rolex, Barilla, Bose, and Baker Tilly

A Play from the Federer Playbook

Interestingly, Gauff had been represented by Team8 — a management firm co-founded by Roger Federer and his agent Tony Godsick — since she turned pro. That firm itself was created as a rebellion against the old-school IMG model, offering Federer more control over his brand. Now, Gauff is following in those footsteps.

She’s not alone either. Rafael Nadal, Novak Djokovic, and Naomi Osaka have all taken similar steps in recent years, signaling a wider movement of players seizing their off-court narratives.

What This Means for the Tennis World

This isn’t just a career move — it’s a message. Young athletes, especially women in sport, are recognizing the value of their brands and taking steps to own them.

And with Gauff’s blend of athletic dominance, cultural relevance, and charisma, Coco Gauff Enterprises is poised to be more than just a management arm. It could be a launching pad for initiatives in fashion, media, philanthropy, and social impact.

For now, Gauff remains laser-focused on tennis. Her WTA Finals win in Riyadh was the biggest prize payout in women’s tennis history — a sign that she’s not slowing down any time soon.