Top 5 Earners in Women's Sport: Dominance of Tennis Players

In the world of sports, female athletes are making significant strides not only in their performance but also in their earnings. As we review the top earners in women’s sports over the past 12 months, it's clear that tennis remains a dominant force. Despite the absence of legendary figures like Serena Williams and the temporary hiatus of Naomi Osaka, a new generation of athletes has emerged, claiming their place among the highest-paid female sports stars. From tennis courts to the ski slopes, these athletes are breaking barriers and setting new standards. Here’s a closer look at the top five highest-paid female athletes, ranked from fifth to first, who have made an indelible mark in 2024.

One of the most prominent names in tennis, Naomi Osaka earned $15 million over the past 12 months. Despite taking a break due to the birth of her daughter in July, Osaka remained a top earner thanks to her lucrative endorsement deals. She has partnered with brands like Louis Vuitton, Tag Heuer, Bobbie Baby Formula, and Crate & Kids. Additionally, her endorsements with Japanese brands such as Yonex, Nissan, and Shiseido continue to contribute significantly to her income. Osaka’s ability to maintain high earnings during her hiatus underscores her marketability and influence in the sports world.

British tennis star Emma Raducanu ranks fourth, earning $15.2 million in 2023. Raducanu, 21, has quickly built a valuable endorsement portfolio following her sensational win at the US Open. Her partnerships with luxury brands like Porsche and Tiffany, along with deals with Evian, Vodafone, and HSBC, have significantly boosted her earnings. Despite facing challenges on the court, Raducanu’s marketability remains strong, making her one of the top earners in women's sports.

Coco Gauff earned $21.7 million in 2023, placing her third among the highest-paid female athletes. The 19-year-old American tennis prodigy has had a stellar year, winning four WTA tournaments and achieving a career-high ranking of No. 3 in women’s singles. Gauff's endorsement deals with Baker Tilly, Bose, and UPS, along with her appearances in a Marvel ad and an Invincible Iron Man comic book, have significantly boosted her off-court earnings. Gauff’s youthful appeal and rising success make her a major draw for brands.

Chinese freestyle skier Eileen Gu earned $22.1 million in 2023, making her the second-highest-paid female athlete. Gu's earnings are driven largely by endorsements with brands like Mengniu Dairy, Anta, Louis Vuitton, and Victoria’s Secret. After recovering from a knee injury, Gu made a triumphant return to the slopes, winning halfpipe events in China and Colorado. Her marketability and broad appeal have made her one of the few non-tennis players to rank among the top earners in women’s sports.

Polish tennis star Iga Świątek tops the list as the highest-paid female athlete, earning $23.9 million in 2023. Świątek had a remarkable year, winning the women’s singles title at the French Open and securing four new endorsement deals. Her consistent performance on the court, combined with partnerships with brands like Visa, On Shoes and Apparel, Oshee Sports Drinks, and Infosys, has solidified her position as the top earner. At just 22 years old, Świątek’s continued success and marketability promise a bright future ahead.

While tennis continues to be the dominant sport in terms of earnings for female athletes, the combined income of the top 20 female athletes in 2023 was $226 million, reflecting the growing depth in earnings potential among women in sports. The rise in viewership and sponsorships for women’s sports, such as the National Women's Soccer League and the WNBA, indicates a positive trend. However, the earnings still lag significantly behind male athletes, highlighting the ongoing need for increased investment and support in women's sports.

Efforts to narrow the pay gap, such as the WTA Tour's commitment to equalizing prize money and expanding media and sponsorship opportunities, are critical for the continued growth of women's sports. The success stories of Świątek, Gu, and Gauff exemplify the potential for female athletes to achieve significant earnings and influence. As more brands and media giants recognize the value of investing in women's sports, the earning potential for female athletes is poised to grow, promising an exciting future for women in sports.