Wager Mage
Wager Mage
Photo: Pixabay
The World's Highest-Paid Female Athletes. Naomi Osaka: $53.2 million. Prize money: $1.2 million | Endorsements: $52 million | Age: 25. Serena Williams: $35.3 million. Prize money: $300,000 | Endorsements: $35 million | Age: 41. Emma Raducanu: $26.2 million. Prize money: $3.2 million | Endorsements: $23 million | Age: 19. More items... •
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Read More »Naomi Osaka and Serena Williams have played only 30 matches between the two of them in 2022, as injuries and extended breaks kept them off the court. But the two tennis aces remained the biggest draws for brands looking to reach a global audience through female sports stars. The result: Osaka ($53.2 million) and Williams ($35.3 million) are the highest-earning female athletes on the planet, and the only ones who cracked Sportico’s top 100 athletes—male or female—published in May. Osaka has taken control of her business this year by launching her own agency, Evolve, with her longtime agent Stuart Duguid. “I’ve spent my career doing things my way, even when people told me that it wasn’t what was expected or traditional,” Osaka said in an email to Sportico in May. “Evolve is the natural next step in my journey as both an athlete and businesswoman, as well as a way to continue being myself and doing things my way.” Osaka followed the path of other star athletes, like Jack Nicklaus, Roger Federer, Rory McIlroy, LeBron James and Kevin Durant, who all left big agencies to go out on their own. Yet Osaka is the first woman to do it. The move gives her freedom to craft deals any way she wants outside of the big agency structure. She has increasingly looked at partnerships where there is an equity component, including Hyperice, Sweetgreen, Modern Health, FTX and Autograph. Williams, meanwhile, got a huge sendoff at the U.S. Open in what was widely viewed as her final match following a poignant essay in Vogue, but the 23-time singles Grand Slam winner said chances of a comeback are “very high” during a tech conference this week. She has earned $450 million during her career on and off the court. Last year, Osaka and Williams were head and shoulders above the competition on earnings; gymnast Simone Biles came in at a distant third with an estimated $6 million. But this year, a new crop of female athletes is making its mark with sponsors, including a trio of teenagers poised to challenge Osaka for the top spot in the years to come. Tennis player Emma Raducanu ($26.2 million) and freestyle skier Eileen Gu ($23.1 million) both had massive breakthroughs over the past 14 months. Raducanu, who turns 20 next month, arrived in New York last year to play the U.S. Open qualifying tournament. She won her three matches to get into the main draw and shocked the sports world when she swept through that draw without dropping a set—the first woman to do that since Serena in 2014—to take the title and $2.5 million winner’s purse. She became the first qualifier in the Open Era to win a Grand Slam tournament and Britain’s first female Slam winner in 44 years. Raducanu’s fairy-tale run through the tournament created a marketing phenomenon, boosted by her heritage and personality. She holds citizenship in both Canada, where she was born, and the U.K., where she was raised by her Romanian father and Chinese mother. Raducanu speaks fluent Mandarin and took to the U.S. Open’s Weibo account after the victory to thank her Chinese fans in Mandarin. Her IMG agent, Max Eisenbud—who steered the careers of Maria Sharapova and Li Na—helped her navigate the plethora of opportunities after a breakthrough Grand Slam win. There was an intense focus in the U.K.; the country has a rich tennis history as the home of Wimbledon and had been waiting four decades for a woman to win a Grand Slam. Fashion magazines lined up to put her on the cover. She added multimillion-dollar agreements with HSBC, Tiffany, British Airways, Christian Dior, Vodafone, Porsche and Evian. Gu, at just 18 years old, became the youngest Olympic champion in freestyle skiing when she pocketed gold medals in both big air and halfpipe at the 2022 Winter Olympics in Beijing. But she drew attention from sponsors in the leadup to the games, especially in China, where she has significant appeal. Gu grew up in San Francisco and originally skied for the U.S. team, but in 2019, she started competing for China, where her mother was born. The pivot drew international attention, and it was a boon to her bank account. She partnered with more than 20 brands leading up to the Olympics, and her face littered billboards at the Olympics. She appeared on the covers of the Chinese editions of InStyle, Marie Claire and Vogue. Her off-snow earnings were an estimated $23 million during our scoring period of May 2021 to May 2022.
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Read More »Gu, who turned 19 last month, is now a freshman at Stanford living in a dorm and taking quantum physics, but she continues to work with a host of partners, including Red Bull, Louis Vuitton, Victoria’s Secret, IWC, Anta, Bank of China, Cadillac and more. She potentially has multiple Olympics in her future, where she could be one of the biggest stars. Coco Gauff, 18, sits well behind Raducanu and Gu at $7.7 million and No. 8 overall, but she is poised to shoot up the earnings rankings if she continues her strong run on the court, which so far includes a French Open final and being the youngest singles player to qualify for the year-end WTA Finals championships since Sharapova in 2005. New Balance has been her partner since she was 14 and just released her first signature shoe. The top 15 female athletes earned an estimated $214 million and hail from nine countries, while playing five sports. That sum includes prize money and salaries between May 2021 and May 2022 for active athletes during that period. The endorsement earnings estimates were compiled through conversations with those familiar with marketing agreements and also include royalties, memorabilia, appearances, media and businesses tied to their celebrity. We exclude investment income unless it is connected to an endorsement agreement. The figures are all before taxes and any agent fees.
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