Coco Gauff isn’t just dominating on the court; she’s conquering the business world, too. After securing her spot as the highest-paid female athlete of 2025, the tennis superstar just added another luxury giant to her portfolio. This latest move didn’t just turn heads in the industry, though. It sparked a heartfelt public moment from the person who’s been there since day one.
How Did Candi Gauff React to Coco’s Newest Deal?
With an estimated $31 million in earnings this year, split between $8 million in prize money and $23 million from sponsorships, Gauff continues to expand her influence. Her latest move sees her joining tennis legend Roger Federer as a global brand ambassador for Mercedes-Benz. Federer has maintained his relationship with the German automaker since 2008.
Mercedes-Benz made the partnership official through social media, sharing photos of the two-time Grand Slam champion posing with their vehicles and tennis gear.
“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,” Mercedes-Benz posted on Instagram.
Following the announcement, Gauff’s mother, Candi, took to her own social media to share her celebration. She shared the company’s post to her story with a personal message.
“@cocogauff congratulations ❤️ ❤️,” Candi captioned her Instagram story.
Gauff explained why this specific collaboration matters to her beyond the business aspect.
“For me, tennis has always been about more than just winning. It’s about growth, passion and determination. That’s why this partnership with Mercedes-Benz feels so special – we share the same drive and belief in pushing boundaries,” Gauff said.
This addition expands an already impressive portfolio of endorsements. The American star maintains deals with major brands including New Balance, Bose, Rolex, Head, Baker Tilly, Naked Smoothies, and Chase Bank.
How Did Gauff’s Parents Handle Her Early Business Success?
Navigating high-profile sponsorships hasn’t always been simple. In a recent interview with Forbes, Gauff revealed how her parents, Corey and Candi, managed her commercial opportunities during her younger years. Their strategy focused on ensuring the business never overshadowed the sport itself.
“First time I signed a pro deal with money and everything was I think New Balance when I was 14. My parents refused to sign anything too early. Oh, parents were 100% key. It was also them choosing brands that knew that tennis was the main focus, and all of this was after that, so keeping the limitation of the amount of brands that I signed with at a time,” Gauff said.
Looking toward the future, Gauff is preparing to launch her 2026 campaign. She will represent the United States at the United Cup in Australia, scheduled for Jan. 2 to 11, 2026.