Coco Gauff may be known for her fiery forehands and relentless energy on the tennis court, but what the world didn’t see—until now—is the strategic brilliance and behind-the-scenes drama that built her into a multimillion-dollar endorsement machine. In a recent revelation that’s left fans and industry insiders speechless, the 20-year-old tennis star peeled back the curtain on ten explosive secrets that powered her journey from a teen prodigy to one of the world’s highest-paid female athletes.
The first secret? She didn’t even know how much her first deal was worth. At just 14, Gauff signed with New Balance—but the young prodigy had no idea she was entering a contract that would eventually evolve into a sneaker empire. “I found out from the media,” Gauff confessed, adding that her father, Corey Gauff, made the call without revealing the full financial details to her. It was a trust move that paid off—but also one that raised eyebrows among critics who now question just how much control Coco had over her early financial decisions.
The second secret? She refused several early offers from global brands. Unlike many rising athletes hungry for visibility, Gauff played the long game. “Some brands just wanted a face, not a voice,” she said. Instead, she chose to partner with companies like New Balance and Barilla that allowed her creative input—eventually leading to her own line of sneakers, including the now-iconic CG1 and CG2.
But things weren’t always this smooth. One of the more controversial bombshells Gauff dropped involved a near fall-out with a major tech sponsor who allegedly tried to pressure her into a hypersexualized campaign. Gauff, barely 16 at the time, walked away from the deal—costing her a reported $3 million—but gaining her the respect of both her parents and her growing legion of fans.
Another secret? She rewrites her own contracts now. With guidance from her father, Coco took control of her deals—demanding final say on language, exclusivity clauses, and usage rights. “Every word matters,” she emphasized. It’s a bold step that many adult celebrities don’t even take—yet Gauff has insisted on it as her brand value skyrockets.
Then there’s her latest jaw-dropping move: launching Coco Gauff Enterprises. Partnering with WME, she has now taken charge of her own marketing, philanthropy, and future business investments. “I want to own my story,” she said—and it seems she’s not only owning it, but writing the next chapter in bold print.
Perhaps the most heartwarming secret? She still invests in her community. Quietly donating large sums to youth sports and education programs in underprivileged areas, Gauff has proven that her business empire isn’t just about wealth—but impact.
With deals spanning sportswear, food and beverage (she’s the Chief Smoothie Officer of Naked), and now even women’s basketball, Coco Gauff’s empire isn’t just thriving—it’s revolutionizing what it means to be a young athlete in the modern age.
And if these revelations are anything to go by, Coco Gauff isn’t done shocking the world. Not by a long shot.