Coco Gauff, at only 21, has built a portfolio of brand endorsements that’s just as impressive as her collection of trophies. Gauff has been named the highest-paid female athlete in the world for the third year in a row! She’s raking in about $23 million a year just from her off-court partnerships, which really shows her immense marketability. She has an impressive lineup of partnerships, including New Balance, which she famously signed with when she was just 14.

She’s also teamed up with Rolex, Bose, the sports equipment brand Head, Barilla, Baker Tilly, UPS, and even private jet service flyExclusive. In 2025, she took a leap into luxury fashion by launching a capsule collection for Miu Miu. She’s made a move that really solidifies her place as a business icon, teaming up with a major global automotive brand in a partnership that reminds us of Roger Federer’s own connection with the company.

So, Gauff has now included one of the most legendary car brands in the world on that impressive list. Mercedes-Benz has just shared some exciting news: Coco Gauff is now their new global brand ambassador! In an Instagram post, the $67 billion worth company shared their excitement about the partnership with a statement that highlighted the connection between the athlete and the brand: “Power. Precision. Play without limits. We’re proud to welcome world-class tennis player Coco Gauff to the Mercedes-Benz family as a new global brand ambassador.”

The partnership with Mercedes-Benz, a brand known for its top-notch engineering and luxury, really mirrors the long-term relationship the brand had with tennis legend Roger Federer for more than ten years.

Federer set the bar high, becoming the go-to example of that classy, well-respected athlete who attracted top-notch partnerships, whether it was with Rolex watches or private jets from NetJets. Now, Gauff is stepping up and creating her own impressive empire for a whole new generation. Just a year back, she was showing off her new gear that one of your sponsors gave her.

Coco Gauff upgrades to a better product

Coco Gauff hopped on Instagram and shared a couple of stories on December 24, 2024, capturing an emotional moment. She shared a picture of her trusty CG1s from New Balance and mentioned that it’s time for a change. Just so you know,

Gauff launched her first personalized shoe line, the CG1, with New Balance back in 2022. And New Balance’s brand value, at that time, had skyrocketed to $4.3 billion. Gauff has been rocking the first generation of this line for the past two years.

But at that time she got CG2, and she was  all set for a big change.“CG1’s are my babies but CG2 is just so elevated,” she shared in the first story. She also gave a shout-out to the second generation of New Balance’s series, saying, “consistently the hardest shoes on tour #CG2 @newbalancetennis.”

Gauff was really excited when CG2 was first revealed, saying, “I loved the mid-top design of the CG1 not just for the aesthetic, but also for how much support and stability it gives me on the court. There was no question we would keep the same mid-top for the CG2.″ Having those big sponsors definitely has its perks!