How Coco Gauff’s TikTok Presence Impacts Her Endorsement Opportunities

By Jayson Panganiban September 05, 2025 05:01

Coco Gauff is not only one of the most electrifying tennis talents of her generation but also a rising social media star whose TikTok presence in 2025 has opened new doors for endorsement deals and brand partnerships. With over 1.1 million TikTok followers and more than 31 million likes on her videos, Gauff skillfully uses the platform to showcase both her athletic prowess and relatable personality, boosting her marketability beyond the court.

Gauff’s approach to TikTok is unlike many elite athletes who maintain mostly polished, corporate content. Instead, she shares candid moments, humorous takes, and slices of her personal life that strike a chord with younger audiences. One viral video featured her playful reaction to grueling early morning workout schedules, inviting fans to commiserate with her. The clip garnered hundreds of thousands of views because, as one commenter put it, “She’s just like us.” Gauff responded humorously, “I just hit a ball but otherwise, I’m just chilling,” encapsulating her down-to-earth appeal.

Her authenticity on TikTok complements her achievements on the court. Ranked No. 3 in the world by mid-2025 and fresh off a French Open title, Gauff balances elite-level tennis with a seemingly effortless social media presence. She posts everything from recaps of major matches to lighthearted reactions to trending shows like Love Island, allowing fans a glimpse behind the polished veneer of professional sport.

This viral relatability has not gone unnoticed by marketers. Gauff’s endorsements portfolio now includes global brands such as New Balance, where social media savvy plays a key role in campaign success, as well as partnerships with luxury beauty and lifestyle companies expanding their reach to younger consumers. “Coco is not only a tennis star but a genuine social superstar,” said Sarah Swanson, Chief Branding Officer at the WTA. “Her ability to connect authentically on TikTok and other platforms is invaluable to brands seeking real engagement—not just impressions”.

TikTok has also provided Gauff a unique platform to humanize the world of professional tennis, a sport sometimes perceived as remote or elite. Through behind-the-scenes clips, casual Q&A sessions, and interactive challenges, she lowers barriers between herself and fans, building deeper brand loyalty. “When the WTA relaunched its TikTok, Coco was front and center, helping show people the real lives of tennis players,” explained Reshina Warren, WTA VP of Marketing. The effort paid off with a 25% increase in engagement in the league’s digital presence by Q2 2025.

Furthermore, Gauff’s TikTok content influences her sponsorship valuations positively. Engagement metrics such as average views and interaction rates directly correlate with the premiums brands pay for endorsements. Industry analysts estimate her TikTok-driven sponsorship earnings contribute significantly to her $6 million annual endorsement haul, dwarfing on-court prize money. With TikTok temporarily banned in the U.S. earlier in 2025 due to regulatory issues, Gauff openly lamented the loss of the platform as her “escape,” underscoring its personal and professional importance.

Coco Gauff’s TikTok presence is a defining component of her endorsement success in 2025. By blending world-class tennis with an approachable, playful online persona, she attracts brands eager to tap into Gen Z and millennial markets authentically. Gauff is reshaping what it means to be a global sports star in the digital age where viral influence and athletic excellence together drive lasting commercial impact.