“I didn’t even know how much the contract was” – Coco Gauff reveals how father Corey nudged her into lucrative New Balance deal at 14
Coco Gauff Shares How Father Corey Guided Her to Lucrative New Balance Deal at 14
Coco Gauff, the 21-year-old tennis phenom and 2025 French Open champion, recently revealed how her father, Corey Gauff, played a pivotal role in securing her first major endorsement deal with New Balance at just 14 years old, a decision she made without even knowing the contract’s value. In a 2024 Forbes interview with Jabari Young, Gauff recounted, “I didn’t even know how much the contract was… I was 14, I didn’t know anything,” admitting her father introduced her to the brand when she was unaware of its tennis presence beyond Milos Raonic, per www.essentiallysports.com. The deal, signed in October 2018, marked the start of a partnership that has since defined her marketable image, reportedly earning her around $1 million annually, per www.sportskeeda.com.[](https://www.essentiallysports.com/wta-tennis-news-didnt-know-anything-coco-gauff-reveals-father-coreys-hard-work-behind-five-three-billion-worth-brands-historic-signing/)[](https://www.sportskeeda.com/tennis/how-much-does-new-balance-pay-coco-gauff)
Corey, a former college basketball player at Georgia State University, recognized Gauff’s potential early, steering her toward New Balance despite competing offers. “My dad brought the idea of New Balance up,” Gauff said, noting his vision for her career, per www.essentiallysports.com. The partnership deepened in November 2022 with a long-term extension and the launch of her signature shoe, the Coco CG1, a rare honor for a player yet to win a Grand Slam at the time, per www.essentiallysports.com. Evan Zeder, New Balance’s head of tennis sports marketing, praised Gauff’s “drive, passion, and positivity,” seeing her as an inspiration for future generations, per www.essentiallysports.com.[](https://www.essentiallysports.com/wta-tennis-news-didnt-know-anything-coco-gauff-reveals-father-coreys-hard-work-behind-five-three-billion-worth-brands-historic-signing/)[](https://www.essentiallysports.com/wta-tennis-news-didnt-know-anything-coco-gauff-reveals-father-coreys-hard-work-behind-five-three-billion-worth-brands-historic-signing/)[](https://www.essentiallysports.com/wta-tennis-news-didnt-know-anything-coco-gauff-reveals-father-coreys-hard-work-behind-five-three-billion-worth-brands-historic-signing/)
Gauff’s trust in her father’s judgment paid off, as her 2023 US Open and 2025 French Open titles elevated her endorsement earnings to $15 million in 2023 alone, per Forbes. Posts on X, like @darrenrovell’s 2019 note on New Balance’s $500,000 base deal, reflect the brand’s early investment in her star power, per @darrenrovell. Corey’s guidance, from coaching her as a junior to stepping back in 2023, remains integral, with Gauff calling her parents her “support system,” per www.today.com. As she prepares for Wimbledon (June 30-July 13), Gauff’s New Balance partnership continues to thrive, blending performance and cultural impact, per www.sportskeeda.com.
