Coco Gauff Launches Her Own Management Firm, Leaves Roger Federer's
News
Coco Gauff hopes to take the next step in her journey off the court by forming her own management company, titled Coco Gauff Enterprises.
Gauff is one of the most popular and influential athletes worldwide. The 21-year-old's achievements, combined with her charisma and initiatives off the court, make her easy to like.
That was proven by Gauff being ranked as the most marketable tennis player last year, ahead of figures like Novak Djokovic and Rafael Nadal. She was also the highest-paid female athlete in the world in 2024.
However, the 2023 US Open champion is not satisfied with the impact she has made to date and announced the formation of Coco Gauff Enterprises in a statement released on her Instagram page.
"From the moment I first picked up a tennis racket, I’ve always believed my purpose extended far beyond the court. Today, I'm thrilled to announce the launch of Coco Gauff Enterprises, a venture that reflects my passion for making an impact - not just in tennis, but in business, philanthropy, and beyond."
Gauff feels the initiative can help her take more ownership of her career. She also revealed that it will be represented by William Morris Endeavor, a holding company for talent and media agencies.
"I’m excited to build something that allows me to take greater ownership of my career while also creating opportunities that extend beyond myself as I continue to grow as an athlete, entrepreneur, and changemaker. Coco Gauff Enterprises will be represented and supported by WME, a team with the vision and resources to help me explore all the opportunities ahead."
Launching her own management firm means she will no longer be represented by Team 8, founded by Roger Federer and his agent, Tony Goldsick. Gauff is grateful for the support Team 8 gave her over the years.
"Taking this big step forward also means closing the incredible chapter I've had with Team 8. 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 in due time. As always, tennis will continue to be my main priority."
Gauff making this move less than a month after turning 21 is a testament to her incredible impact at such a young age. Observing how Coco Gauff Enterprises is used to broaden the 2024 WTA Finals champion's impact worldwide will be fascinating.
The creation of such firms that include a charitable element is sometimes done by athletes and other celebrities for taxation purposes since non-profit donations can be partially or fully written off in some countries. However, assuming that was Gauff's primary motivation would be unfair.
Coco Gauff has endured a challenging run of results since losing to Paula Badosa in the 2025 Australian Open quarterfinal. Her most recent defeat was to Magda Linette in the round of 16 at the 2025 Miami Open.
