Coco Gauff, the 2023 US Open champion, sent shockwaves through the tennis world with a dual announcement ahead of the 2025 US Open, revealing a new sponsorship deal with Baker Tilly and a significant coaching change. The 21-year-old American, ranked world No. 3, shared the updates on Instagram, signaling her intent to bolster her preparation for the tournament starting August 24, 2025. The moves come amid concerns about her inconsistent form, particularly after a 6-2, 4-6, 3-6 loss to Jasmine Paolini in Cincinnati, where she struggled with 16 double faults (web:3, web:10).
Baker Tilly Partnership
Gauff announced her collaboration with Baker Tilly, a leading advisory, tax, and assurance firm, via an Instagram post on August 18, 2025, describing it as a “redefining” partnership for her US Open campaign. The deal aims to expand Baker Tilly’s reach through Gauff’s global fanbase, aligning with her growing off-court influence, which includes endorsements with New Balance and Naked Smoothies (web:3, web:19). “Excited to team up with Baker Tilly to make an impact on and off the court!” Gauff wrote (@cocogauff, August 18, 2025). The partnership, highlighted during US Open Fan Week at a “Coco’s Corner” pop-up, complements her advocacy, such as her $100,000 donation to HBCU tennis programs (web:15).
Coaching Overhaul
In a bold move, Gauff parted ways with coaches Matt Daly and Jean-Christophe Faurel, replacing them with Gavin McMillan, as reported by ESPN on August 20, 2025 (@AdamZagoria, post:0). The decision addresses persistent issues with her serve and forehand, which have drawn criticism from experts like Rick Macci, who called her career “at a crossroads” due to her 9.2 double faults per match average (web:10). McMillan, known for his work with top juniors, aims to refine Gauff’s technical game, particularly her second serve, which has a 48.5% win rate (web:7). Fans on X are optimistic, with one post stating, “New coach, new Coco? US Open title incoming!” (@TennisFanUSA, August 20, 2025) (post:1).
Context and Expectations
Gauff’s 2025 season has been a mix of brilliance—winning the French Open and WTA Finals—and struggles, including a first-round Wimbledon loss to Dayana Yastremska and a Montreal upset by Victoria Mboko (web:9, web:16). Her Cincinnati performance, marked by frustration and racket-smashing, underscored the need for change (web:10). The coaching switch echoes moves by Emma Raducanu, who recently hired Rafael Nadal’s ex-coach, or Luke Littler’s strategic darts decisions. As Gauff prepares for her home Grand Slam, where she won in 2023, her new partnership and coaching shake-up signal a determined push to reclaim glory in New York.
