<h2 class="wp-block-heading" id="h-topline">TOPLINE</h2>



Saudi Arabia is set to sponsor the Women&#8217;s Tennis Association&#8217;s rankings for the next five years in the third major tennis deal to be struck in the Kingdom this year, as the country continues its high-dollar push into the world of sports that has so far included a partnership with the&nbsp;<a href="https://www.forbes.com/sites/anafaguy/2023/06/06/pga-tour-and-saudi-backed-liv-golf-agree-to-merge/#:~:text=PGA%20Tour%20and%20LIV%20Golf%20signed%20an%20agreement%20to%20combine,%2C%E2%80%9D%20according%20to%20the%20announcement.">PGA</a>, hosting a&nbsp;<a href="https://www.forbesmiddleeast.com/lifestyle/sports/saudi-arabia-to-make-its-formula-one-grand-prix-debut-in-2021" rel="noreferrer noopener" target="_blank">Formula One Grand Prix</a>&nbsp;and signing the world&#8217;s highest-paid&nbsp;<a href="https://www.forbes.com/profile/cristiano-ronaldo/">soccer player</a>, among other moves.



<h2 class="wp-block-heading" id="h-key-facts">KEY FACTS</h2>



Saudi Arabia’s Public Investment Fund, the national sovereign wealth fund of the country, became the naming-rights partner for the WTA on Monday,&nbsp;<a href="https://apnews.com/article/saudi-arabia-wta-rankings-tennis-42fc2c995beac7915eefc367e73f5275" rel="noreferrer noopener" target="_blank">multiple</a>&nbsp;<a href="https://www.sportsbusinessjournal.com/Articles/2024/05/20/wta-pif-partnership" rel="noreferrer noopener" target="_blank">outlets</a>&nbsp;reported.



The deal comes one month after the association&nbsp;<a href="https://www.wtatennis.com/news/3952623/riyadh-selected-as-the-host-of-wta-finals-from-2024-2026" rel="noreferrer noopener" target="_blank">announced</a>&nbsp;its championship series would be held in Riyadh for the next three years and that its prize money would be bumped to a record-breaking $15.25 million, up 70% from 2023.



The decision to host the finals tournament in the Kingdom was a&nbsp;<a href="https://x.com/hrw/status/1778518445727916207" rel="noreferrer noopener" target="_blank">controversial</a>&nbsp;<a href="https://www.forbes.com/sites/minkyworden/2024/04/05/saudi-arabia-hasnt-earned-womens-tennis-championships/?sh=26375d6b5585">move</a>&nbsp;<a href="https://www.theguardian.com/commentisfree/2024/may/05/saudi-topspin-tennis-fans-overlook-brutal-repression-of-women-catherine-bennett" rel="noreferrer noopener" target="_blank">criticized</a>&nbsp;by fans and groups who saw the partnership as a blow to women considering Saudi Arabia’s history of human rights abuses and female oppression.



In February, it was announced Saudi Arabia would also sponsor the ATP men&#8217;s rankings for the next five years and the ATP tour moved its leading tournament for 21-and-under players, set for November, to Jedda.



At the start of the year, top player Rafael Nadal was&nbsp;<a href="https://www.espn.com/tennis/story/_/id/39317652/rafael-nadal-named-ambassador-saudi-tennis-federation" rel="noreferrer noopener" target="_blank">announced</a>&nbsp;as an ambassador for the Saudi Tennis Federation, an organization aimed at growing the sport in the region.



Iga Świątek, the No. 1 ranked female tennis player in the world, has remained relatively neutral on the WTA’s partnerships with Saudi Arabia but did&nbsp;<a href="https://www.essentiallysports.com/wta-tennis-news-dont-have-any-decision-making-power-iga-swiateks-hopeless-revelation-about-saudi-deal-and-wtas-negotiations-with-coco-gauff-herself-and-top-stars/" rel="noreferrer noopener" target="_blank">say</a>&nbsp;she thought players &#8220;do not have any decision-making power&#8221; when it comes to the WTA&#8217;s deals.



American player Coco Gauff, currently world No. 3,&nbsp;<a href="https://deadspin.com/wta-tennis-finals-saudi-arabia-gauff-king-evert-1851220631/" rel="noreferrer noopener" target="_blank">has said</a>&nbsp;while she doesn&#8217;t support the treatment of women in Saudi Arabia, &#8220;I hope that we’re able to make change and improve the quality and engage in the local communities and make a difference.”



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<h2 class="wp-block-heading" id="h-key-background">KEY BACKGROUND</h2>



Saudi Arabia has made a series of sudden and expensive moves in the sports world over the last five years, trading massive sums of money for influence and participation on the world stage. Since 2020, the&nbsp;<a href="https://www.pif.gov.sa/en/" rel="noreferrer noopener" target="_blank">Public Investment Fund</a>, which claims to have $925 billion under management, made investments that established a new&nbsp;<a href="https://www.forbesmiddleeast.com/lifestyle/sports/saudi-arabia-to-make-its-formula-one-grand-prix-debut-in-2021" rel="noreferrer noopener" target="_blank">Formula One Grand Prix</a>&nbsp;in Jeddah, launched a new golf tour called LIV that&nbsp;<a href="https://www.forbes.com/sites/mikeozanian/2023/09/28/pga-wants-us-money-as-insurance-for-opposition-of-saudi-takeover/?sh=3785347a3a81">later merged</a>&nbsp;with the PGA, took control of four domestic&nbsp;<a href="https://www.bbc.com/sport/football/65813662" rel="noreferrer noopener" target="_blank">football clubs</a>&nbsp;(including Cristiano Ronaldo&#8217;s Al Nassr), sponsored the 2023 Women’s World Cup and hosted a&nbsp;<a href="https://www.nytimes.com/athletic/live-blogs/tyson-fury-oleksandr-usyk-live-updates-fight-card-ring-walks-time/xt7fyW7OZW3d/#:~:text=Oleksandr%20Usyk%20defeats%20Tyson%20Fury%20via%20split%20decision&amp;text=The%20Briton%20survived%20a%20standing,as%20114%2D113%20against%20him." rel="noreferrer noopener" target="_blank">boxing match</a>&nbsp;between Tyson Fury and Oleksandr Usyk. Saudi Arabia also made an unsuccessful joint bid with Greece and Egypt to host the 2030 Men’s World Cup. Critics have accused the moves of being an attempt to &#8220;<a href="https://www.forbes.com/sites/minkyworden/2023/02/10/saudi-arabias-newest-sportswashing-strategy-sponsorship-of-womens-world-cup/">sportswash</a>&#8221; the country&#8217;s human rights abuse history while trying to enhance its reputation as a world player. The World Economic Forum ranks Saudi Arabia 131st out of 146 countries in its 2023&nbsp;<a href="https://www3.weforum.org/docs/WEF_GGGR_2023.pdf" rel="noreferrer noopener" target="_blank">Global Gender Gap Report</a>, four places lower than it ranked in 2022. A so-called &#8220;<a href="https://www.amnesty.org/en/latest/news/2023/03/saudi-arabia-personal-status-law-codifies-discrimination-against-women/" rel="noreferrer noopener" target="_blank">Personal Status Law</a>&#8221; implemented in 2022, codified a number of rules that require women to have a male guardian&#8217;s permission to marry or divorce. The country also does not recognize LGBTQ rights and homosexuality is still punishable by imprisonment, death and beating. Saudi Arabia has made recent strides towards a more equitable gender treatment—a decades-old ban on female drivers was lifted in 2018 and child marriages were banned in 2019—but still lags far behind other nations.



<h2 class="wp-block-heading" id="h-big-number">BIG NUMBER</h2>



$6.3 billion. Saudi Arabia has spent&nbsp;<a href="https://www.theguardian.com/world/2023/jul/26/revealed-saudi-arabia-6bn-spend-on-sportswashing" rel="noreferrer noopener" target="_blank">at least</a>&nbsp;that much on sports deals since 2021.



<h2 class="wp-block-heading" id="h-chief-critic">CHIEF CRITIC</h2>



A number of current and former tennis players have spoken against the partnerships struck by Saudi Arabia in the world of tennis, particularly women&#8217;s tennis. Martina Navratilova, a legendary player who won 59 major titles in the 1970s and 80s, and her greatest rival Chrissie Evert together&nbsp;<a href="https://www.washingtonpost.com/opinions/2024/01/24/evert-navratilova-wta-saudi-arabia/" rel="noreferrer noopener" target="_blank">wrote an op-ed</a>&nbsp;for the Washington Post titled, “We did not help build women’s tennis for it to be exploited by Saudi Arabia.” Minky Worden, director of global initiatives for Human Rights Watch, wrote “the idea that women’s tennis would go to repressive Saudi Arabia, where the male guardianship system denies women basic human rights, is an offense to the pioneers who made women’s tennis popular. Given the poor state of women’s rights in Saudi Arabia, women’s tennis should not contribute to covering up repression in the country.&#8221; Others who did not support the partnerships with Saudi Arabia include&nbsp;<a href="https://www.outsports.com/2024/4/4/24090783/wta-finals-riyadh-saudi-arabia-lgbtq-gay-human-rights-daria-kasatkina/" rel="noreferrer noopener" target="_blank">Daria Kasatkina</a>, an openly gay player who regularly vlogs her travels with her girlfriend.



<h2 class="wp-block-heading" id="h-contra">CONTRA</h2>



Billie Jean King, a pioneering tennis player who threatened to boycott the U.S. Open in 1973 if it didn&#8217;t pay its male and female winners equally for their victories,&nbsp;<a href="https://www.cbssports.com/tennis/news/billie-jean-king-says-partnership-between-wta-saudi-arabia-would-be-beneficial-for-both-sides/" rel="noreferrer noopener" target="_blank">last summer said</a>&nbsp;she supported talks between the women&#8217;s tour and Saudi Arabia. She said hosting WTA events in the country could help further its women&#8217;s rights movement. In October, when it appeared a deal between the tour and Kingdom was likely,&nbsp;<a href="https://www.reuters.com/sports/tennis/king-believes-wta-will-go-saudi-arabia-2023-10-19/" rel="noreferrer noopener" target="_blank">she added</a>, &#8220;The thing I&#8217;m concerned about is the women, I want change if we go. But I&#8217;m big on engagement and inclusion so it&#8217;s a tough one.&#8221;



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Internazionali BNL D’Italia 2024 – Day Four

Saudi Arabia To Sponsor Women’s Tennis Rankings—In Third Major Deal This Year

TOPLINE Champion tennis player Naomi Osaka announced Monday afternoon on Twitter that she will withdraw from the French Open after organizers fined her $15,000 over her decision to boycott press conferences during the event for mental health reasons.



KEY FACTS The decision came one day after Roland Garros, the organizer of the French Open, announced that Osaka would be fined for not attending a mandatory press conference Sunday morning in Paris.



Osaka, currently ranked No. 2 in the world, beat out Romanian player Patricia Maria Țig in straight sets Sunday morning, but skipped out on the traditional post-match presser after saying last week that facing media questions can be harmful for athletes’ mental health.



&#8220;I never wanted to be a distraction,&#8221; the 23-year-old said on Twitter Monday, adding that she&#8217;s &#8220;suffered long bouts of depression since the U.S. Open in 2018&#8221; and gets &#8220;huge waves of anxiety before&#8221; speaking in press conferences.



CRUCIAL QUOTE &#8220;This isn&#8217;t a situation I ever imagined or intended when I posted a few days ago,&#8221; Osaka said Monday. &#8220;I think now the best thing for the tournament, the other players and my well-being is that I withdraw so that everyone can get back to focusing on the tennis going on in Paris.&#8221;



<figure class="wp-block-embed aligncenter is-type-rich is-provider-twitter wp-block-embed-twitter"><div class="wp-block-embed__wrapper">
<blockquote class="twitter-tweet" data-width="500" data-dnt="true"><a href="https://t.co/LN2ANnoAYD">pic.twitter.com/LN2ANnoAYD</a>&mdash; NaomiOsaka大坂なおみ (@naomiosaka) <a href="https://twitter.com/naomiosaka/status/1399422304854188037?ref_src=twsrc%5Etfw">May 31, 2021</a></blockquote><script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>
</div></figure>



<h2 class="wp-block-heading" id="h-key-background">KEY BACKGROUND</h2>



Osaka&nbsp;<a href="https://twitter.com/naomiosaka/status/1397665030015959040?s=20" target="_blank" rel="noreferrer noopener">announced</a>&nbsp;on Twitter last week that she would not do any press conferences during the open because she felt they perpetuated a disregard for athletes&#8217; mental health, citing examples of athletes breaking down in a press room after a tough loss. “I believe that the whole situation is&nbsp;kicking a person while they’re down,&nbsp;and I don’t understand the reasoning behind it,” she said. After Osaka didn’t show to the Sunday press conference, organizers of the four Grand Slams—the world’s most prestigious tennis tournaments, including the French and U.S. Opens—said in a statement that “a core element of the Grand Slam regulations is the responsibility of the players to engage with the media, whatever the result of their match.” They also warned that&nbsp;if Osaka further violated any media obligations, she could receive additional fines, as well as face suspension from the Paris tournament and even future&nbsp;<a href="https://www.rolandgarros.com/en-us/article/statement-from-grand-slam-tournaments-regarding-naomi-osaka" target="_blank" rel="noreferrer noopener">Grand Slam tournament suspensions</a>.



<h4 class="wp-block-heading" id="h-tangent">TANGENT</h4>



Osaka received an outpouring of support on social media following her tournament withdrawal, with many people—including celebrities, politicians and fellow athletes—wishing her well and applauding her decision to speak up about mental health. “As athletes we are taught to take care of our body, and perhaps the mental &amp; emotional aspect gets short shrift,” Martina Navratilova, often considered one of the greatest tennis players of all time,&nbsp;<a href="https://twitter.com/Martina/status/1399443582671540231" target="_blank" rel="noreferrer noopener">tweeted</a>&nbsp;shortly after Osaka’s announcement. “This is about more than doing or not doing a press conference.”



<h4 class="wp-block-heading" id="h-big-number">BIG NUMBER</h4>



$37 million. That’s&nbsp;<a href="https://www.forbes.com/sites/kurtbadenhausen/2020/05/22/naomi-osaka-is-the-highest-paid-female-athlete-ever-topping-serena-williams/?sh=64b43cdf1fd3">how much money</a>&nbsp;Osaka made from May 2019 to May 2020, according to&nbsp;Forbes, making her the highest-paid female athlete of all time.&nbsp;



<h4 class="wp-block-heading" id="h-further-reading">FURTHER READING</h4>



<a href="https://www.forbes.com/sites/carlieporterfield/2021/05/30/naomi-osaka-fined-15000-and-faces-suspension-over-boycotting-press-conferences/">Naomi Osaka Fined $15,000 And Faces Suspension Over Boycotting Press Conferences</a>&nbsp;(Forbes)



<a href="https://www.forbes.com/sites/adamzagoria/2021/05/30/naomi-osaka-fined-15000-for-french-open-media-boycott-repeat-violations-could-mean-default-from-the-tournament/">Naomi Osaka Fined $15,000 For French Open Media Boycott, Repeat Violations Could Mean ‘Default From The Tournament’</a> (Forbes)



By Jonathan Ponciano, Forbes Staff

gettyimages-1198783851-594×594

Naomi Osaka Withdraws From French Open After Media Boycott Fine

Rafael Nadal, one of the all-time best tennis players with 20 Grand Slam titles under his belt, marked another watershed moment in his career Wednesday when he won his 1,000th tour match.



<h3 class="wp-block-heading">KEY FACTS</h3>



With his victory over fellow Spaniard Feliciano Lopez at the Rolex Paris Masters, Nadal officially won his 1,000th tour-level match.



It took Nadal about 18 years to hit 1,000, having won&nbsp;<a href="https://www.atptour.com/en/news/nadal-lopez-paris-2020-wednesday" target="_blank" rel="noreferrer noopener">his first</a>&nbsp;in Mallorca, Spain in 2002.



Nadal is&nbsp;<a href="https://www.atptour.com/en/news/nadal-lopez-paris-2020-wednesday" target="_blank" rel="noreferrer noopener">only the fourth</a>&nbsp;tennis pro in history to hit four-figure wins, following i greats like Jimmy Connors, Ivan Lendl and Nadal rival Roger Federer, according to the ATP Tour.



Just last month, Nadal won the French Open, giving him his&nbsp;<a href="https://www.forbes.com/sites/adamzagoria/2020/10/11/rafael-nadal-destroys-novak-djokovic-for-13th-french-open-title-record-tying-20th-grand-slam/?sh=31c96fa56044">20th Grand Slam title</a>&nbsp;and tying him with Federer for the male player with the most Grand Slam titles in history.



<h3 class="wp-block-heading">CRUCIAL QUOTE</h3>



“[Winning 1,000 matches] means that I am old. That means that I played well for such a very long time,” Nadal said, according to&nbsp;<a href="https://www.atptour.com/en/news/nadal-lopez-paris-2020-wednesday" target="_blank" rel="noreferrer noopener">the tour</a>. “I have been playing well for a lot of years and [that] is something that makes me feel happy.”



<h3 class="wp-block-heading">KEY BACKGROUND</h3>



Besides his wins on the court, Nadal is one of the most commercially successful athletes.&nbsp;Forbes&nbsp;ranked him in May at #27 of the world’s&nbsp;<a href="https://www.forbes.com/athletes/#56c1475a55ae">top-paid athletes</a>, with an estimated&nbsp;<a href="https://www.forbes.com/athletes/#4f7fab7255ae">$40 million</a>&nbsp;in earnings up to that point in 2020. Since going professional in 2001, he has collected&nbsp;<a href="https://www.forbes.com/profile/rafael-nadal/?sh=330d25ba1bb0">$121 million</a>&nbsp;in prize money and can fetch&nbsp;<a href="https://www.forbes.com/profile/rafael-nadal/?sh=330d25ba1bb0">seven-figure fees</a>&nbsp;for appearances, according to&nbsp;Forbes.



<h3 class="wp-block-heading">FURTHER READING</h3>



<a href="https://www.forbes.com/sites/adamzagoria/2020/10/11/rafael-nadal-destroys-novak-djokovic-for-13th-french-open-title-record-tying-20th-grand-slam/#:~:text=The%20No.,the%20all%2Dtime%20men's%20list.">Rafael Nadal Destroys Novak Djokovic For 13th French Open Title, Record-Tying 20th Grand Slam</a>&nbsp;(Forbes)



<a href="https://www.forbes.com/sites/kurtbadenhausen/2020/10/11/tennis-goat-rafael-nadal-vs-roger-federer-by-the-numbers/?sh=9b4ace840b3c">Tennis’ GOAT? Rafael Nadal Vs. Roger Federer, By The Numbers</a>&nbsp;(Forbes)



-By Carlie Porterfield, Forbes Staff

Rolex Paris Masters – Day Three

Rafael Nadal Marks 1,000th Career Win

Tennis champion and Olympic gold medalist Venus Williams has some advice for the more than 30 million small business owners and entrepreneurs across the U.S. struggling to find their footing in the new normal: Don’t let fear take over. It’s a lesson she learned at the age of 19 while competing with sister Serena, then 17, at the 1999 U.S. Open. Williams only made it to the semi-finals—her sister went on to win the tournament.



“I let fear take over, and that&#8217;s where I should have just let go and would have been my best,” she says. “You want more, and you work very hard for more, so less than that is just&nbsp;not&nbsp;acceptable. That was my biggest loss.”&nbsp;



Speaking to&nbsp;Forbes&nbsp;ahead of the American Express “<a href="https://about.americanexpress.com/all-news/news-details/2020/American-Express-to-Host-Ninth-Annual-Business-Class-LIVE-Summit-for-Success-for-Small-Businesses/default.aspx" target="_blank" rel="noreferrer noopener">Business Class Live: Summit for Success</a>” on October 20, Williams drew parallels between her experience playing tennis and running various businesses during the pandemic. “Even though it’s a very challenging time it’s an opportunity to really refine your business and make it something that is a service or a product that is really needed and not just wanted,” says Williams, the founder of full-service commercial and residential design firm V Starr and activewear brand EleVen by Venus Williams. “This year showed all of us that we need to be a product or service that you can’t say no to.”



All entrepreneurs can benefit from that guidance right now. As of August 31, more than 163,000 businesses have closed as a result of the pandemic, according to Yelp’s September&nbsp;<a href="https://www.yelpeconomicaverage.com/business-closures-update-sep-2020" target="_blank" rel="noreferrer noopener">Local Economic Impact report</a>. This represents a 23% increase from July 10. Even more alarming: 60% of closed businesses have permanently shuttered due to Covid-19 and the resulting restrictions in many states. The&nbsp;<a href="https://www.yelpeconomicaverage.com/yea-q3-2020.html" target="_blank" rel="noreferrer noopener">Q3 Yelp Economic Average Report</a>&nbsp;released on October 22, however, points to a hopeful rebound: More than 210,000 businesses have now reopened amid a significant increase in consumer interest for outdoor related services and activities.&nbsp;



For those businesses that have managed to stay afloat, the path forward will require the will to adapt in an ever-changing environment. In fact, about 76% of small and medium-sized businesses have had to pivot their business models to maintain revenue, according to the latest Business Resilience Survey of 1,000 business owners by American Express. Of those surveyed, 73% expect to pivot again in the next year. More than 80% still believe the benefits of owning their own businesses outweigh the challenges.&nbsp;



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">“It’s okay to be afraid, but it’s not okay to let it ruin your decision-making process. There’s always a reason to be afraid. But should you let that take over? Hell, no.” </blockquote>



When it comes to overcoming obstacles, small business owners can’t afford to doubt themselves. Williams learned this, and the importance of mental preparation, long ago. “It’s okay to be afraid, but it’s not okay to let it ruin your decision-making process,” she says. “There’s always a reason to be afraid. But should you let that take over?,” she says. “Hell, no.”&nbsp;



The hard-earned lessons from the court have translated to the boardroom as she’s set out to become a multi-venture entrepreneur. Inspired by her father, who ran his own security company, and her mother, who encouraged her creativity as a child, Williams found her second calling in fashion and interior design. In 2002, she founded V Starr, which recently collaborated with Airbnb partner Niido to design its first-ever apartment complex. In 2009, Williams and her sister became the first African American women to buy&nbsp;<a href="https://www.espn.com/nfl/news/story?id=4422313" target="_blank" rel="noreferrer noopener">a stake in a NFL franchise</a>&nbsp;when they joined the ownership group of the Miami Dolphins. Three years later, she launched EleVen by Venus Williams and earned her associate degree in fashion design from the Art Institute of Fort Lauderdale. Earlier this year, she partnered with Credo Beauty to launch a line of clean, mineral-based SPF products for EleVen by Venus.&nbsp;&nbsp;



Williams says running her businesses in the current environment has been one of the greatest challenges she’s ever faced, but she still appreciates the silver linings. “The world of business is really lending a hand to African Americans and women and minorities during this time. And that has also been unprecedented—so opportunity comes out of this really crazy hardship as well. You have to look at that as a challenge—you need to accept it and run with it. There’s no time to waste.”  



-By Maneet Ahuja,Forbes Staff

Empire State Building Hosts Venus Williams and American Express In Support Of Small Business Saturday

Venus Williams’ Advice For Entrepreneurs: Don’t Let Fear Take Over—Just Push Through It

The 2019 season-capping victory for tennis star Ashleigh Barty was one she will not likely soon forget. Her triumph at the WTA Finals in Shenzhen, China, in November gave her a fourth title for the year and paid her $4.4 million, a record for any men’s or women’s tennis event, which pushed her winnings for 2019 to $11.3 million.



The prize money lands the Australian ace at No. 3 on this year’s ranking of the highest-paid female athletes, with a total haul of $13.1 million. She ranks well below global icon Serena Williams, who landed at No. 2 with $36 million, $32 million of which was paid out from endorsement deals. Both were eclipsed by Naomi Osaka, who earned just $3.4 million in prize money but landed at No. 1 with $37.4 million thanks to her own massive sponsor roster.&nbsp;



For female athletes out to get rich from their dominance, tennis is the go-to sport. Nine of the world’s ten highest-paid female athletes make their living with a racket, with the only exception this year being Alex Morgan, co-captain of the U.S. women’s national soccer team, who lands at No. 10 with $4.6 million. The aces can thank Rosie Casals.



Casals, whose 112 doubles tournament titles are the second-highest total ever, was one of nine female tennis players, dubbed the Original 9, who broke ranks with the U.S. Lawn Tennis Association a half-century ago to protest the dollar difference between male and female prize money, which reached as high as 12-to-1 at events. The fight—which led to players including Casals and her longtime doubles partner Billie Jean King being banned from events sanctioned by the USLTA—gave birth to the Virginia Slims Tour, which later morphed into the WTA.&nbsp;



“We knew what we were doing was very important, but in some ways, we didn’t have anything to lose,” says Casals, who will celebrate the 50th anniversary of the tour’s first event next month. “I’m proud to see where women’s tennis is 50 years later and to know that we were instrumental in the success of the game today.”



The U.S. Open was the first Grand Slam tournament to offer gender pay equality, in 1973, but it would be 28 years before another Slam followed suit: the Australian Open in 2001. The biggest tennis events now pay equal prize money to men and women; Wimbledon in 2007 was the last Grand Slam to update its payouts. But it was a long road for women’s tennis players, who faced the same fight for better pay that athletes in&nbsp;<a href="https://www.forbes.com/sites/alanaglass/2020/05/02/federal-judge-upends-us-womens-national-teams-fight-for-equal-pay/">soccer</a>,&nbsp;<a href="https://www.forbes.com/sites/alanaglass/2020/01/14/wnba-players-union-reach-progressive-eight-year-collective-bargaining-agreement/">basketball</a>&nbsp;and&nbsp;<a href="https://www.forbes.com/sites/carolschram/2019/08/29/this-falls-dream-gap-tour-sees-top-womens-hockey-players-working-to-advance-their-game/">hockey</a>&nbsp;have tackled in recent years.



Outside of prize money, Osaka and Williams remain tennis’ only female superstars, with Osaka setting a&nbsp;<a href="https://www.forbes.com/sites/kurtbadenhausen/2020/05/22/naomi-osaka-is-the-highest-paid-female-athlete-ever-topping-serena-williams/">record for female athletes</a>&nbsp;this year, beating the earnings record set by Maria Sharapova in 2015 when she earned&nbsp;$29.7 million and unseating Williams, who held the No. 1 position for the past four years.



Osaka scored a slew of new endorsement deals following her back-to-back Grand Slam titles at the 2018 U.S. Open and the 2019 Australian Open, including Nike&nbsp;<a href="https://www.forbes.com/companies/nike" target="_blank" rel="noreferrer noopener">NKE</a>&nbsp;<a href="https://www.forbes.com/companies/nike">+1.2%</a>, which committed roughly $10 million annually to win her away from Adidas. Osaka now has 15 endorsement partners, including global brands like Nissan Motor, Shiseido and Yonex.



Morgan is the lone non-tennis player to crack the top ten, thanks to a massive endorsement portfolio worth ten times as much as her roughly $400,000 on-field salary and bonus last year. She has more than a dozen current sponsors, including Nike, Coca-Cola&nbsp;<a href="https://www.forbes.com/companies/coca-cola" target="_blank" rel="noreferrer noopener">KO</a>&nbsp;<a href="https://www.forbes.com/companies/coca-cola">+0.4%</a>, Volkswagen and AT&amp;T. Her latest is an Alex Morgan Barbie Doll, as part of the brand’s Role Model Series.



Morgan’s fellow U.S. women’s national soccer team co-captain Megan Rapinoe just missed the top ten with an estimated $4.2 million. Her profile and earnings soared after she led the U.S. to the 2019 World Cup championship as the tournament’s Golden Boot&nbsp;winner and became a cultural icon&nbsp;<a href="https://www.sportsbusinessdaily.com/Journal/Issues/2019/07/22/Marketing-and-Sponsorship/Rapinoe.aspx" target="_blank" rel="noreferrer noopener">following attacks by President Donald Trump</a>. In addition to a lucrative book deal, she cashed in with a flurry of speaker engagements, with fees approaching six figures. Rapinoe also endorses Nike, Budweiser, BodyArmor, Visa and at least a half-dozen more brands.



“We can’t be complacent,” Casals says about the ongoing pay disparity between men and women. “We must continue to improve the exposure and profile of the women’s game so the value continues to rise. We were fortunate, but we need more women in places of power in business.”



Our earnings tally looks at prize money, salaries, bonuses, endorsements and appearance fees between June 1, 2019, and June 1, 2020. The time frame means the coronavirus had only a marginal impact as tennis players missed out on prize money from just two and a half months of missed events. But earnings will be down significantly in next year’s accounting. In addition to the cancellation of Wimbledon, the WTA canceled its seven events in China scheduled for October and November, including the lucrative WTA Finals. Prize money for the events in China would have totaled&nbsp;<a href="https://www.nytimes.com/2020/07/23/sports/tennis/wta-tour-china-tournaments-canceled.html" target="_blank" rel="noreferrer noopener">roughly $30 million</a>. Almost all players will also have reductions in their apparel and racket contracts for not meeting minimum play requirements.



1. Naomi Osaka



<div class="wp-block-image"><figure class="aligncenter size-large"><img loading="lazy" decoding="async" width="594" height="401" src="https://www.forbesafrica.com/wp-content/uploads/2020/05/gettyimages-1198783851-594x594-1.jpg" alt="" class="wp-image-45396" srcset="https://cms.forbesafrica.com/wp-content/uploads/2020/05/gettyimages-1198783851-594x594-1.jpg 594w, https://cms.forbesafrica.com/wp-content/uploads/2020/05/gettyimages-1198783851-594x594-1-300x203.jpg 300w" sizes="(max-width: 594px) 100vw, 594px" /><figcaption>(Photo by Bradley Kanaris/Getty Images)</figcaption></figure></div>



Total Earnings: $37.4 million



Prize Money: $3.4 million



Endorsements: $34 million



Osaka held dual citizenship growing up but made the wise choice to represent Japan ahead of the Tokyo 2020 Summer Olympics, now scheduled for 2021. The decision made her an even hotter commodity for Olympic sponsors, like Procter &amp; Gamble&nbsp;<a href="https://www.forbes.com/companies/procter-gamble" target="_blank" rel="noreferrer noopener">PG</a>&nbsp;<a href="https://www.forbes.com/companies/procter-gamble">+0.7%</a>, All Nippon Airways and Nissin, which signed endorsement deals with Osaka to use her around marketing for the Games. Among all tennis players, only Roger Federer made more than Osaka from endorsements.



2. Serena Williams



<div class="wp-block-image"><figure class="aligncenter size-large"><img loading="lazy" decoding="async" width="1024" height="698" src="https://www.forbesafrica.com/wp-content/uploads/2020/08/RTS2LTFE-1024x698.jpg" alt="" class="wp-image-47139" srcset="https://cms.forbesafrica.com/wp-content/uploads/2020/08/RTS2LTFE-1024x698.jpg 1024w, https://cms.forbesafrica.com/wp-content/uploads/2020/08/RTS2LTFE-scaled-300x205.jpg 300w, https://cms.forbesafrica.com/wp-content/uploads/2020/08/RTS2LTFE-scaled-600x409.jpg 600w, https://cms.forbesafrica.com/wp-content/uploads/2020/08/RTS2LTFE-768x524.jpg 768w, https://cms.forbesafrica.com/wp-content/uploads/2020/08/RTS2LTFE-1536x1047.jpg 1536w, https://cms.forbesafrica.com/wp-content/uploads/2020/08/RTS2LTFE-2048x1397.jpg 2048w" sizes="(max-width: 1024px) 100vw, 1024px" /><figcaption> (Photo by REUTERS/Carl Recine) </figcaption></figure></div>



Total Earnings: $36 million



Prize Money: $4 million



Endorsements: $32 million



Endorsement partners like Nike, Gatorade, Procter &amp; Gamble and Beats get a boost from Serena’s massive social media following of nearly 40 million fans across Twitter, Instagram and Facebook. Williams and her husband, Alexis Ohanian, are&nbsp;<a href="https://www.forbes.com/sites/christinasettimi/2020/07/21/serena-williams-natalie-portman-and-uswnt-legends-part-of-female-ownership-group-bringing-womens-professional-soccer-to-los-angeles/">part of an investment group</a>&nbsp;that was awarded the newest National Women’s Soccer League expansion team in Los Angeles this summer. Their daughter, Olympia, is also part of the group and at 2 years old became the youngest known professional sports team owner.



3. Ashleigh Barty



Total Earnings: $13.1 million



Prize Money: $10.1 million



Endorsements: $3 million



Barty won her first career Slam at the 2019 French Open, triggering lucrative bonuses from sponsors Fila and Head. She also endorses Rado, Jaguar, Vegemite, Banana Boat, and Esmi. In June 2019, she became the first Australian woman ranked No. 1 since 1976.



4. Simona Halep



Total Earnings: $10.9 million



Prize Money: $6.9 million



Endorsements: $4 million



Halep added her second career Slam title at Wimbledon last year, and her $36.5 million in career prize money ranks fourth all-time. (Williams is first at $93 million.) Halep’s sponsors include global brands Nike, Wilson, Hublot and Avon, as well as several more in her native Romania.



5. Bianca Andreescu



Total Earnings: $8.9 million



Prize Money: $4.9 million



Endorsements: $4 million



Andreescu made history as the first Canadian, male or female, to win a Grand Slam event when she captured the 2019 U.S. Open. The title and her No. 5 year-end world ranking triggered lucrative bonuses from sponsor Nike, which renegotiated her contract earlier in the year. Since the Open title, she’s added deals with Rolex, Gatorade, Canadian paper company Royale, and Sleep Country mattresses.



6. Garbiñe Muguruza



Total Earnings: $6.6 million



Prize Money: $2.1 million



Endorsements: $4.5 million



The Spanish-Venezuelan tennis star’s runner-up finish at this year’s Australian Open was only her second time advancing past the fourth round of a Grand Slam since her 2017 Wimbledon title. But she maintains a strong endorsement portfolio with Adidas, Beats, Rolex, Cesar insurance, Babolat and Maui Jim sunglasses. Her Adidas deal is one of the bigger apparel deals in the sport.



7. Elina Svitolina



Total Earnings: $6.4 million



Prize Money: $5.4 million



Endorsements: $1 million



The Ukrainian reached the semifinals of both Wimbledon and the U.S. Open in 2019, and she matched her career-high No. 3 world ranking. Svitolina counts Nike, Wilson, Hublot, Damilano Barolo wines, and EAFit nutrition products as sponsors.



8. Sofia Kenin



Total Earnings: $5.8 million



Prize Money: $4.8 million



Endorsements: $1 million



Kenin won the Australian Open in January, building on her WTA Most Improved Player Award in 2019. At 21, she was the youngest American to win a Slam since Serena Williams in 2002. Her main sponsors are Fila and Babolat.



9. Angelique Kerber



<div class="wp-block-image"><figure class="aligncenter size-large"><img loading="lazy" decoding="async" width="1024" height="683" src="https://www.forbesafrica.com/wp-content/uploads/2020/08/GettyImages-1090048146-1024x683.jpg" alt="" class="wp-image-47144" srcset="https://cms.forbesafrica.com/wp-content/uploads/2020/08/GettyImages-1090048146-1024x683.jpg 1024w, https://cms.forbesafrica.com/wp-content/uploads/2020/08/GettyImages-1090048146-scaled-300x200.jpg 300w, https://cms.forbesafrica.com/wp-content/uploads/2020/08/GettyImages-1090048146-scaled-600x400.jpg 600w, https://cms.forbesafrica.com/wp-content/uploads/2020/08/GettyImages-1090048146-768x512.jpg 768w, https://cms.forbesafrica.com/wp-content/uploads/2020/08/GettyImages-1090048146-1536x1024.jpg 1536w, https://cms.forbesafrica.com/wp-content/uploads/2020/08/GettyImages-1090048146-2048x1365.jpg 2048w" sizes="(max-width: 1024px) 100vw, 1024px" /><figcaption>(Photo by Paul Kane/Getty Images)</figcaption></figure></div>



Total Earnings: $5.3 million



Prize Money: $1.3 million



Endorsements: $4 million



Kerber’s three Grand Slam wins since the start of 2016 are the most in women’s tennis. Her most lucrative sponsorship deal is with Adidas, which has partnered with the German tennis star since 2013. Other endorsements include Yonex, Generali, Porsche and Lavazza.



10. Alex Morgan



<div class="wp-block-image"><figure class="aligncenter size-large"><img loading="lazy" decoding="async" width="1024" height="647" src="https://www.forbesafrica.com/wp-content/uploads/2020/08/GettyImages-1159663800-1024x647.jpg" alt="" class="wp-image-47143" srcset="https://cms.forbesafrica.com/wp-content/uploads/2020/08/GettyImages-1159663800-1024x647.jpg 1024w, https://cms.forbesafrica.com/wp-content/uploads/2020/08/GettyImages-1159663800-scaled-300x190.jpg 300w, https://cms.forbesafrica.com/wp-content/uploads/2020/08/GettyImages-1159663800-scaled-600x379.jpg 600w, https://cms.forbesafrica.com/wp-content/uploads/2020/08/GettyImages-1159663800-768x485.jpg 768w, https://cms.forbesafrica.com/wp-content/uploads/2020/08/GettyImages-1159663800-1536x971.jpg 1536w, https://cms.forbesafrica.com/wp-content/uploads/2020/08/GettyImages-1159663800-2048x1295.jpg 2048w" sizes="(max-width: 1024px) 100vw, 1024px" /><figcaption> (Photo by Richard Heathcote/Getty Images)</figcaption></figure></div>



Total Earnings: $4.6 million



Salary/bonus: $400,000



Endorsements: $4.2 million



Morgan extended her deal with Nike after the 2019 World Cup with a clause that guaranteed pay for 18 months even if she was not playing. Nike had previously been criticized for a lack of maternity protection in its contracts with female athletes. Morgan gave birth to her first child in May. She is launching her own media company, with more details expected by the end of the year.



-Kurt Badenhausen,Forbes Staff

Rogers Cup Toronto – Day 7

Highest-Paid Female Athletes 2020: 50 Years After Creation Of Women’s Tour, Tennis Dominates Earnings List

Roger Federer has landed the top spot on&nbsp;<a href="https://www.forbes.com/athletes/">the annual&nbsp;Forbes&nbsp;list of the highest-paid athletes</a>&nbsp;for the first time this year with $106.3 million in pre-tax earnings. The Swiss ace is the first tennis player to take the No. 1 rank since the list debuted in 1990.



Federer’s haul includes $6.3 million in prize money and $100 million from endorsements and appearance fees, lifting him from the No. 5 spot he held in 2019 and beating his previous high of second place in 2013.



“His brand is pristine,” says David Carter, a sports business professor at USC’s Marshall School of Business, “which is why those that can afford to align with him clamor to do so.”



Federer’s endorsement portfolio is unmatched among active athletes, with 13 brands including Barilla, Moet &amp; Chandon and Rimowa paying between $3 million and $30 million to associate themselves with the 20-time Grand Slam champ. The 38-year-old and golfer Tiger Woods are the only two active athletes to have hit $100 million in a single year from sponsorships alone.



Federer’s on-court résumé is the stuff of legend, with the men’s records for most Slam titles and most weeks ranked No. 1 (310). The consistency is staggering. He ranked in the top three for 750 straight weeks—almost 15 years—and qualified for 18 out of 19 Slam finals between 2005 and 2010.



Call it the Jordan playbook, the blueprint for global domination chronicled in ESPN’s ten-part documentary on the basketball great, The Last Dance: command a sport with a global audience for years; appeal to both men and women; stay out of trouble; add in a dose of swagger and a dash of charisma. It made Michael Jordan the <a href="https://www.forbes.com/sites/kurtbadenhausen/2020/04/17/the-inside-story-of-how-michael-jordan-became-the-worlds-richest-athlete/">richest athlete on the planet</a> and the first billionaire athlete. Even in retirement, he continues to <a href="https://www.forbes.com/sites/kurtbadenhausen/2020/05/03/michael-jordans-1-billion-nike-endorsement-is-the-biggest-bargain-in-sports/">collect endorsement checks</a> rivaling those of Federer and Woods thanks to <a href="https://www.forbes.com/sites/kurtbadenhausen/2019/08/28/the-nbas-richest-shoe-deals-lebron-kobe-and-durant-are-still-no-match-for-michael-jordan/">his massive cut of Nike Jordan Brand sneaker sales</a>.



The three breathe a rarefied air, reserved for the most elite competitors. Jordan had the No. 1 spot on the&nbsp;Forbes&nbsp;list six times during his 13-year career with the Chicago Bulls, eventually giving up the mantle to Woods after he retired from the Bulls in 1998. (Formula One’s Michael Schumacher held the crown for two years between Woods and Jordan.) Woods went on to collect more than $100 million annually off the course at his peak, landing at the top of&nbsp;Forbes’ highest-paid athlete ranking a record 12 times until he broke stride, landing in hot water over an infidelity scandal while injuries contributed to a decade-long majors title drought on the links.



Federer, while seizing the top spot late in his career, is showing no signs of slowing down. His latest partnership is with Swiss startup running shoe On, whose headquarters sit close to the new home the tennis star is building on Lake Zurich. A renowned sneakerhead, Federer will endorse the brand, whose sales have been <a rel="noreferrer noopener" href="https://www.oregonlive.com/business/2020/01/on-the-fastest-growing-sneaker-company-youve-never-heard-of.html" target="_blank">doubling annually since its 2010 launch</a>, and also invested in the company in return for an equity stake that one source called “significant,” a partnership that could have serious upside for Federer.



Another sign of his command of the off-court side hustle: Once companies align themselves with him, they almost never leave. Rolex, Credit Suisse, Mercedes-Benz and Wilson have all been on Team Fed for more than a decade. The exception? Jordan’s Nike.



Federer stunned the tennis world in 2018 when he split from the sneaker giant after 20 years and joined with apparel brand Uniqlo. The chain, part of Fast Retailing, made an offer he couldn’t turn down, promising $300 million over ten years whether he was playing tennis or not and leaving open a slot for a shoe deal like the one with On since the Japanese giant doesn’t make sneakers.



The length and terms of the deal raised eyebrows given that Federer was about to turn 37 when he signed it. At that age, almost all tennis players have long since retired—a detail that meant little to the long game the retailer is eyeing.



“We feel the greatest impact of Roger Federer is yet to come,” says Uniqlo’s head of global creative John Jay. “Of course, it will be fueled by his status as the greatest of all time, but Roger’s ability to bring positive change to the world is his future and ours.”



The company hopes Federer can hold the same kind of appeal Jordan still has long after he launched his last jump shot. Already, tennis clubs in Europe are flooded with kids wearing “RF” hats, the logo that Nike controlled for two years after the split but is back in Federer’s hands and is the foundation for future licensing deals.



It wasn’t his only shrewd move. Federer took more control of his brand when he left the IMG sports firm with longtime agent Tony Godsick to launch their own operation in 2013, dubbed TEAM8. Current clients include male tennis pros Juan Martin del Potro and Alexander Zverev, 16-year-old rising star Coco Gauff and New York Rangers goalie Henrik Lundqvist. TEAM8 also found success with the creation of a new annual event, the Laver Cup, which matches a team from Europe versus the rest of the world in a competition that is comparable to golf’s Ryder Cup.



Federer has other levers in the sport that even Jordan doesn’t have. He is a hot commodity for organizers of smaller tournaments that pay appearance fees for top players to show up; a men’s event without one of the Big Three—Federer, Rafael Nadal and Novak Djokovic—is a tough sell. Federer commands the top rate of more than $1 million per stop. Then there are the exhibition tours—a mix of tennis and show business—in places that have no major event to offer. He did a five-stop swing through Latin America in November that added more than $15 million to his bank account, including a match versus Zverev in a bullfighting stadium in Mexico City that attracted 42,517 fans, a record to watch a tennis match.



Federer has used his platform and cash to focus on educating children in Africa, with his namesake foundation spending $52 million to aid 1.5 million kids. He’s teamed with Bill Gates in charity matches three times; the&nbsp;<a href="https://www.forbes.com/sites/tracywang/2020/02/04/bill-gates-doubles-up-with-tennis-legend-roger-federer-for-much-anticipated-charity-match-in-south-africa/#5a2c77e41b92">latest “Match for Africa”</a>&nbsp;featured Gates and Federer versus Nadal and&nbsp;The Daily Show&nbsp;host Trevor Noah in South Africa, where Federer’s mother was born. The February event raised $3.7 million.



Federer is the GOAT, both on and off the court.



&#8211;<a href="https://www.forbes.com/sites/kurtbadenhausen/">Kurt Badenhausen</a>, Forbes Staff, <a href="https://www.forbes.com/sportsmoney">SportsMoney</a>

gettyimages-1199253351-594×594

Roger Federer Tops World’s Highest-Paid Athletes: Tennis Ace Scores First No. 1 Payday With $106 Million

The 22-year-old Japanese tennis player racked up $37 million in earnings in the past year, more than any other female athlete in history.



Naomi Osaka was only a year old when Serena Williams won her first grand slam title in 1999. Nineteen years later, Osaka beat Williams at the U.S. Open finals to win her first grand slam. It was one of the most controversial matches in Open history involving three code violations called against Williams. Now the 22-year-old ace has beaten her legendary rival once again, this time for bragging rights as the highest-paid female athlete in the world.



Osaka earned $37.4 million the last 12 months from prize money and endorsements, $1.4 million more than Serena, setting an all-time earnings record for any female athlete in a single year; Maria Sharapova held the prior record with $29.7 million in 2015.



Osaka ranks No. 29 among the 100 highest-paid athletes, while Williams is No. 33. It’s the first time since 2016 that two women have made the ranks of the top 100 highest paid athletes, with the full 2020 list set for release next week.



“To those outside the tennis world, Osaka is a relatively fresh face with a great back story,” says David Carter, a sports business professor at USC Marshall School of Business. “Combine that with being youthful and bicultural, two attributes that help her resonate with younger, global audiences, and the result is the emergence of a global sports marketing icon.”



The ascension puts an end to a decisive winning streak for Williams, who has been the world’s highest-paid female athlete each of the past four years, with annual pre-tax income ranging from $18 million to $29 million. The 23-time grand slam champion has collected almost $300 million during her career from endorsers who have swarmed the 38-year-old star.



Osaka’s rise to the head of the charts was a perfect&nbsp; convergence of several factors. She first proved herself on the court, with back-to-back grand slam titles at the 2018 U.S. Open and 2019 Australian Open. That plus her heritage—a Japanese mother and Haitian-American father—helped separate her from the pack; at only 20 when she won her Open title, she had a cool factor and engaging personality.



Osaka’s roots are crucial to her endorsement stardom. She was born in Japan. When she was three, she and her family moved to the U.S., settling on Long Island and then heading to Florida; older sister, Mari, also plays on the pro circuit.



She turned pro in 2014, a month before her 16th birthday. She cracked the WTA’s top 40 in 2016 and won her first title in March 2018 at Indian Wells. In the 12 months that followed, she became the first Japanese player to win a slam, and first Asian tennis player ever to be ranked No. 1 in the world.



Osaka maintains dual citizenship but made the wise choice to represent Japan ahead of the since-postponed Tokyo 2020 Summer Olympics. The decision made her an even hotter commodity for Olympic sponsors, like Procter &amp; Gamble, All Nippon Airways and Nissin, who signed endorsement deals with Osaka to use her around marketing for the Games, now scheduled for summer 2021. She is expected to be one of the faces of the Olympics that had triggered<a rel="noreferrer noopener" href="https://www.olympic.org/news/unprecedented-levels-of-excitement-around-the-olympic-games-tokyo-2020" target="_blank"> unprecedented levels of excitement</a> among the Japanese public before the coronavirus.



A Decade Of Highest-Paid Female Athletes



Tennis has been a winning strategy for highest-paid female athletes. Before Naomi Osaka arrived on the scene, Maria Sharapova and Serena Williams were the top earning women of the decade, holding the top spot for five and four years, respectively.



<figure class="wp-block-image size-large is-resized"><img loading="lazy" decoding="async" src="https://www.forbesafrica.com/wp-content/uploads/2020/05/Tennis-earnings.png" alt="" class="wp-image-45395" width="688" height="447" srcset="https://cms.forbesafrica.com/wp-content/uploads/2020/05/Tennis-earnings.png 755w, https://cms.forbesafrica.com/wp-content/uploads/2020/05/Tennis-earnings-300x195.png 300w, https://cms.forbesafrica.com/wp-content/uploads/2020/05/Tennis-earnings-600x391.png 600w" sizes="(max-width: 688px) 100vw, 688px" /></figure>



The last top-earning female athlete, outside of Williams and Sharapova, was Serena’s sister Venus in 2003. Tennis remains the only route for women to rank among the top-paid male sports stars. Sharapova, Li Na, Serena, and now Osaka are the only females to rank among the 100 top earners in sports since 2012. The highest-paid female athlete every year since Forbes started tracking the data in 1990 has been a tennis player, with Steffi Graf and Martina Hingis the top earners most of the 1990s. 



Tennis players are walking billboards in the only major global sport where men and women have some level of equality in their paychecks, thanks to similarly sized audiences tuning in to watch tournaments. Prize money at the four grand slam events has been even since 2007, although men still earn more at lower level tourneys.



The demographics of the tennis fan make sponsoring top players attractive for brands. At the U.S. Open last year, attendance skewed in favor of women by a ratio of 56 to 44, a rarity at big time sporting events; 78% held at least a bachelor’s degree versus 35% for the U.S. overall; the average household income was $216,000. This is a group with significant disposable income, ready to buy apparel, sporting equipment, cars, watches and financial services.



Steering Osaka’s brand is tennis powerhouse agency IMG, which leaned on its history with breakout female tennis stars when Osaka started blowing up, having represented Maria Sharapova and Li. Stuart Duguid is her lead agent at IMG.



The apparel deal is almost always the biggest endorsement for tennis stars, and Osaka’s timing was perfect there as well, as she hit the open market just after winning two grand slams. It triggered a free agency bidding war between Nike and Adidas—her previous apparel sponsor. The Swoosh emerged on top and paid her more than $10 million last year in an agreement that runs through 2025.



Osaka secured an extremely rare but lucrative provision in her Nike contract. The sportswear giant always requires its tennis players to be clad in Nike gear from head to toe, without any other logos on their shirts or hats. This is lucrative real estate for marketers, as cameras focus closely on the player as they serve or get set to return serve.



Nike never made an exemption for Serena, Sharapova, John McEnroe, Andre Agassi or any of the other marketable tennis stars in their stable. The only exception until last year was China’s Li Na; Osaka was the second, thanks to massive leverage with Sharapova headed for retirement and Williams turning 39 this year. Her “patch” deals are with All Nippon Airways, MasterCard and ramen noodle maker Nissin Foods.



Nike plans to launch an Osaka streetwear line in Japan in the fourth quarter, featuring hoodies, leggings and shirts, as well as a new collection each season. There will not be any tennis apparel.



Osaka now has 15 endorsement partners, including global brands like Nissan Motor, Shiseido and Yonex, whose tennis racquets she has used for more than a decade; almost all are worth seven-figures annually.&nbsp;



Sharapova was 17 when she defeated Williams to win the 2004 Wimbledon crown. IMG quickly mobilized to lock up lucrative long-term deals for the Russian, who ranked as the highest-paid female athlete for 11 years before injuries and a suspension for taking a banned substance dented her earnings.



IMG got an education on marketing a female Asian tennis star with China’s Li. She was the first grand slam singles champion from Asia, man or woman, when she captured the 2011 French Open at age 29. IMG quickly secured seven multi-million deals, pushing her off-court earnings from $2 million to $20 million. She challenged Sharapova as the sport’s top earner until her retirement in 2014.



IMG used its expertise in Japan with Kei Nishikori, who has never won a grand slam but is the most successful Japanese male player ever, resulting in an endorsement portfolio worth $30 million a year.



Sharapova, Li and Nishikori paved the way for Osaka’s marketing breakthrough. “We were fortunate to have a very sophisticated office in Tokyo that already had the experience with Kei,” IMG’s head of tennis Max Eisenbud told&nbsp;Forbes&nbsp;last year. “The relationships in that region are important.”



With plenty of endorsement cash, Osaka<a href="https://www.forbes.com/sites/kurtbadenhausen/2019/08/23/business-is-booming-for-tennis-ace-naomi-osaka/#b711e54904de"> partnered with several brands</a> last year, with significant equity components, including emerging sports drink BodyArmor and Hyperice, which makes recovery and movement products.



BodyArmor marketing exec Mike Fedele says Osaka was one of inspirations for its “Only You” ad campaign&nbsp;<a href="https://www.forbes.com/sites/timnewcomb/2020/05/20/naomi-osaka-shares-on-endorsements-bodyarmor-her-struggles-and-cooking/#a06627639a84">launched this week</a>. “Naomi is fiercely dedicated to perfecting her game on the court and a huge part of that is what she does off the court with her training, nutrition and hydration,”he says.



“I’m really interested in seeing a young business grow and adding value to that process,” Osaka told&nbsp;Forbes&nbsp;last year. “I tasked my team with finding brands that align with my personality and my interests.”



Brands are lining up to get into the Naomi Osaka business.



&#8211;<a href="https://www.forbes.com/sites/kurtbadenhausen/">Kurt Badenhausen</a>, Forbes Staff, <a href="https://www.forbes.com/sportsmoney">SportsMoney</a>

Tag: tennis player