Coco Gauff has added another major win to her growing business portfolio. Just days after being named the world’s highest-paid female athlete, the 21-year-old tennis star signed a new global partnership with Mercedes-Benz. The luxury automaker confirmed Gauff as a brand ambassador while she remains ranked No. 3 in women’s tennis, reinforcing her position as one of the most marketable athletes in the world.
The announcement came on December 8, shortly after Sportico revealed Gauff had topped its annual list of highest-paid female athletes. Much of her earnings come from endorsement deals rather than prize money, making the Mercedes-Benz partnership a timely addition that further strengthens her off-court dominance.
Mercedes-Benz Welcomes Coco Gauff as a Global Brand Ambassador
Mercedes-Benz publicly welcomed Gauff into its global brand family with a message highlighting performance and ambition. The company praised her competitive spirit and precision, qualities it says align with the brand’s values.
“Power. Precision. Play without limits. We’re proud to welcome world-class tennis player @cocogauff to the Mercedes-Benz family as a new global brand ambassador,” the automaker said in a shared statement.
The partnership places Gauff among a select group of elite athletes trusted to represent the brand worldwide. It also signals Mercedes-Benz’s continued investment in young, influential sports figures with global appeal.
Record-Breaking Earnings Redefine Gauff’s Career at 21
Gauff’s new deal follows a historic financial milestone. At just 21, she claimed the top spot on Sportico’s list of highest-paid female athletes, earning an estimated $30 million in total income for 2025.
About $23 million of that amount came from endorsements. Her growing roster of partners includes New Balance, Rolex, Naked Juice, and now Mercedes-Benz. These deals have positioned her as a business force whose earning power extends well beyond tournament results.
On-Court Success Continues to Fuel Her Market Value
Despite her business success, Gauff remains a dominant presence in professional tennis. She won the French Open, also known as Roland-Garros, this past summer, adding another Grand Slam title to her resume.
Her consistent performance keeps her among the sport’s elite. That balance of excellence and reliability makes her especially attractive to global brands seeking long-term partnerships.
Coco Gauff Transitions From Athlete to Business Owner
Gauff is also taking control behind the scenes. She recently launched Coco Gauff Enterprises, her own management company, with support from WME. The move allows her to oversee her brand strategy and partnerships more directly.
By managing her own business interests, Gauff gains greater autonomy and leverage. It also marks a clear shift from being solely an athlete to becoming a business owner shaping her future on her own terms.
A Partnership Built on Growth and Shared Values
For Gauff, the Mercedes-Benz partnership reflects more than financial success. She has consistently emphasized personal growth and purpose throughout her career.
“For me, tennis has always been about more than just winning,” Gauff said in a statement obtained by Tennis.com. “It’s about growth, passion, and determination. That’s why this partnership with Mercedes-Benz feels so special.”
As Gauff continues to expand her influence across sports, business, and culture, the deal represents another step in building a legacy that reaches far beyond the tennis court.
