Novak Djokovic, Coco Gauff named most marketable tennis players in the world


US Open champions Novak Djokovic and Coco Gauff have been named the two most marketable tennis players in the world, according to SportsPro’s 50 Most Marketable list.

The 14th edition of the list features Djokovic and Gauff at No. 11 and No. 12, respectively. For the first time since 2017 and for just the second time ever, there are no tennis players inside the Top 10.

Still, tennis players frequently dominate earnings and marketability lists for individual athletes, and SportsPro’s 2023 list is no different, with eight of the 50 Most Marketable being tennis players. The list also highlights another trend unique to tennis: While overall just 23 of the Top 50 are female athletes—the most ever featured—in tennis the demographics are reversed, with six of the eight players featured being WTA players.

Djokovic and Rafael Nadal, who came in at No. 41, are the only ATP players featured among the Top 50—perhaps a worrying sign that global awareness of men’s tennis is still stuck in the Big 3 era, even after Roger Federer’s 2022 retirement.

Click here for the full SportsPro 50 Most Marketable list, and check out below to see which tennis players made the cut.

  • No. 11 Novak Djokovic
  • No. 12 Coco Gauff
  • No. 14 Naomi Osaka
  • No. 18 Aryna Sabalenka
  • No. 21 Emma Raducanu
  • No. 41 Rafael Nadal
  • No. 43 Petra Kvitova
  • No. 50 Ons Jabeur

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