Coco Gauff Expands Beyond Tennis With New Partnership
Coco Gauff is stepping into a new spotlight beyond tennis. The 21-year-old tennis star has announced a partnership between her media company, IROC, and Religion of Sports (ROS), the creative agency co-founded by Tom Brady, Michael Strahan, and Gotham Chopra.
Together, Gauff and ROS will create new content that highlights athletes’ lives on and off the field. Their projects will include scripted and unscripted series, brand campaigns, and long-form storytelling. This deal marks a bold move for Gauff as she builds her influence in the sports media world.
IROC’s Mission to Amplify Athlete Voices
IROC, which is part of Coco Gauff Enterprises, was founded to tell powerful stories that often go unheard. Gauff says the company’s mission is to uplift underrepresented voices in sports while creating authentic connections through media.
“Storytelling has always been my way of connecting — sharing who I am beyond wins and losses,” Gauff explained. “With IROC, my family and I set out to amplify underrepresented voices and merge my passion for storytelling with brand partnerships.”
By teaming up with ROS, Gauff gains the support of a team known for telling impactful stories, including Apple TV+’s Greatness Code, Facebook Watch’s Tom vs Time, and Netflix’s Simone Biles Rising.
Religion of Sports Praises Gauff’s Vision
Religion of Sports executives say this partnership reflects a new era in athlete-driven storytelling. Ameeth Sankaran, CEO of ROS, called Gauff an embodiment of greatness, purpose, and humanity.
“At Religion of Sports, we believe the most powerful stories come from those who live at the intersection of greatness, purpose, and humanity, and Coco Gauff embodies that entirely,” Sankaran said. “Partnering with IROC gives us the opportunity to build something truly generational, rooted in Coco’s vision and voice.”
With this collaboration, Gauff joins the ranks of athletes who are shaping their own narratives and taking control of how their stories are told.
First Project: Naked Juice Commercial
The first project from this new partnership will be a campaign for Naked Juice. Gauff already serves as a brand ambassador for the company, but now she is taking on a bigger creative role in shaping its message.
This move shows how Gauff is blending her passions for sports, storytelling, and brand partnerships. It also signals her growing presence as not only a champion athlete but also a media entrepreneur.
A New Chapter for Coco Gauff
This partnership marks the beginning of an exciting new chapter for Coco Gauff. While she continues to shine on the tennis court, she is also carving out space as a leader in sports media.
Through IROC and ROS, Gauff is creating opportunities for diverse athletes to have their stories told in authentic and powerful ways. Her ability to balance her athletic career with her business vision shows her determination to influence the sports world far beyond competition.
