Coco Gauff has followed in the footsteps of Serena Williams in more ways than one. Both American players broke into the sport at a young age, won major titles early in their careers, and have emerged as powerful voices off the court. While Gauff continues to build her résumé at 20, Serena’s legacy has already been cemented, not only in tennis history but also in the financial records of the sport.
Serena Williams collected $94.8 million in career prize money during a professional career that spanned from 1995 to 2022, according to WTA records. Her most lucrative season came in 2013 when she earned over $12.3 million in prize money (a record) after winning 11 titles, including two Grand Slams and the WTA Finals. With 73 singles titles and 23 major wins, Williams remains the highest-earning woman in tennis history.
By comparison, Gauff has already earned $23.1 million in prize money, per the WTA, with her biggest payout coming in 2024. That year, she captured multiple titles and was rewarded with $9.4 million from tournament winnings, thanks in part to the record-breaking purse at the WTA Finals in Riyadh. At just 20 years old, Gauff has 10 singles titles and one Grand Slam, the 2023 US Open, under her belt.
What about including endorsement deals and off-court earnings?
Williams was long considered the face of women’s sports, with endorsements from major brands including Nike, Wilson, and Gatorade. Including her brand partnerships and business ventures, over the course of her career, she earned more than $450 million.
Serena Williams broke records on and off the court (Jamie Squire/Getty Images)
Her financial portfolio includes investments in startups and equity stakes across a range of industries, as well as in other sports. Williams is part owner of the upcoming WNBA franchise, Toronto Tempo.
see also
The top 25 highest-paid tennis players of all time: The wealthiest stars ranked
Gauff has also become a major draw for sponsors. She signed her first deal with New Balance in 2018 and has since partnered with brands such as Barilla, Head, Bose, American Eagle, Baker Tilly, and Fanatics. She has also made interesting moves in her investment portfolio, joining women’s basketball 3v3 league Unrivaled, as well as creating her own agency.
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In 2024 alone, Forbes estimated her total earnings at $34.4 million, with $25 million of that from endorsements. That figure made it the third-highest earning season ever for a female athlete, behind only Naomi Osaka and Williams herself.
