Coco Goes Her Own Way: Tennis Star Gauff Forming Management Agency With WME

By Barry Janoff

Photo: Coco GauffApril 3, 2025: Describing it as a “venture that reflects my passion for making an impact — not just in tennis, but beyond in business, philanthropy and beyond,” Coco Gauff has decided to leave long-time agency Team8 to form Coco Gauff Enterprises.

She said Coco Gauff Enterprises would be “represented and supported by WME, a team with the vision and resources to help me explore all the opportunities ahead.”

"From the moment I first picked up a tennis racket, I've always believed my purpose extended far beyond the court,” Gauff posted to her social media platforms.

“Today I’m thrilled to announce the launch the launch of Coco Gauff Enterprises, a venture that reflects my passion for making an impact — not just in tennis, but beyond in business, philanthropy and beyond.

“I’m excited to build something that allows me total greater ownership of my career while also creating opportunities that extend beyond myself as I continue to grow as an athlete, entrepreneur and change maker.”

WME is William Morris Endeavor, the Endeavor Group Holdings, which is majority owner for WWE and UFC, among others.

Gauff certainly has the resources to take this major move.

Currently ranked No. 3 in the world, she has won more than $23.1 million in prize money, including $1.5 million this year to date, according to the Hologic WTA Tour.

She defeated Zheng Qinwen in the 2024  WTA Finals in Riyadh, Saudi Arabia, and earned $4.8 million for the title — the largest payout in women’s tennis history.

Gauff total earnings of $30.4 million in 2024 puts her No. 1 among female athletes, according to Forbes.

She has or has had deals including New Balance, Head, Rolex, Ray-Ban, Meta, Bose, UPS, Barilla, Baker Tilly, Carol's Daughter, Fanatics, Naked Juice and American Eagle. She also has investments including Unrivaled.

Gauff follows in the business footsteps of Naomi Osaka, who in 2022 left IMG with agent Stuart Duguid to form her own agency, Evolve, based in Los Angeles..

Photo: WTA“We strongly believe in the power athletes have to use their platforms to drive meaningful business,” Osaka said at the time. “We're breaking the mold from the traditional management approach with a vision to build businesses authentically and strategically.”

Gauff, 21, has been with Team 8 since she turned pro at the age of 13, joining the agency in 2017.

Team 8 was founded by Roger Federer and his agent, Tony Godsick.

“Taking this big step forward also means closing the incredible chapter I’ve shared with Team8,” wrote Gauff. “I’ll always be grateful for everything they’ve done for me and my family, and I know I’ll look back on that time with deep appreciation and fond memories.

"This is just the beginning of an exciting new era for me, and there is much more to come, which I'll be excited to share in due time. As always, tennis will continue to be my main priority!"

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