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Why Emma Raducanu and Naomi Osaka continue to lead the women's sports world in earnings despite lack of prize money

Nine of the top 15 spots in the highest-paid female athletes of 2024 featured tennis players, including Coco Gauff, Emma Raducanu, and Naomi Osaka, among others. The young American topped the list with a $30.4 million payday. She made $21 million from endorsements and earned $9.4 million through prize money.

Skiing sensation Eileen Gu came in second with $22 million, followed by tennis pros Iga Swiatek ($21.4 million), Zheng Qinwen ($20.6 million), and Aryna Sabalenka ($17.7 million).

Osaka and Raducanu are ranked sixth and seventh, respectively. Both returned to the tour this year after a lengthy hiatus. The Brit took a break after undergoing a couple of surgeries, while the Japanese were on maternity leave. The duo placing so high despite not winning a title this year, or even reaching a final, is a testament to their star power.

Both of them became global sensations following their respective maiden Major triumphs. Here's a look at how Osaka and Raducanu have maintained their position as one of the highest earning athletes across all sports:


Emma Raducanu is one of the most sought-after players by numerous brands

Emma Raducanu at the Billie Jean King Cup Finals 2024. (Photo: Getty)
Emma Raducanu at the Billie Jean King Cup Finals 2024. (Photo: Getty)

Emma Raducanu won her maiden Grand Slam title at the US Open 2021 as a qualifier, a historic moment in tennis history. Her multi-ethnic background, while being a teenager back then as well, led to several high-profile brands flocking to her.

However, Raducanu has failed to replicate the same level of success over the years. She has advanced beyond the second round of a Major only once since 2021 and hasn't made another final since her victory in New York. The Brit posted a 23-13 record in 2024, with a fourth-round showing at Wimbledon being her best result.

Raducanu still laughed all the way to the bank this year. She earned $14.7 million, with only $671,000 coming from prize money. Her income from brand endorsements is responsible for the bulk of her earnings this year.

Most of Raducanu's sponsors have still stuck by her. She's currently sponsored by Nike, HSBC, Tiffany, British Airways, Dior, Vodafone, Porsche, and Evian. Her deal with Nike reportedly nets her $1.5 million yearly but there are a few stipulations, such as a minimum number of matches. There is also a performance bonus, so a notable result will also increase her payout.

Telecom giant Vodafone was quick to sign Raducanu in light of her US Open win, and reportedly the deal was worth $4 million a year. Luxury brands Dior and Tiffany doled out $2 million to the young Brit to bring her on board as an ambassador.

Raducanu's contract with British Airways was also worth $1 million when she first signed up with them. With so many deals to the tune of a million at the very least, it's no wonder that she secured a spot on the highest-paid female athletes list.


Naomi Osaka's vast endorsement portfolio helps her maintain a steady stream of income

Naomi Osaka at the China Open 2021. (Photo: Getty)
Naomi Osaka at the China Open 2021. (Photo: Getty)

Naomi Osaka beat Serena Williams in the final to win the US Open 2018. She backed up her win with a triumph at the Australian Open the next year. She won both tournaments a second time in 2020 and 2021. Her brand value increased with each win, and sponsors rushed to her like a moth to a flame.

Osaka's multi-cultural background, strong results, and social justice advocacy made her a media darling. She earned a whopping $60 million in 2021 and nearly matched that sum by earning $59.2 million the next year. However, her results dipped in 2022, and she later went on a break to expand her family. She returned to the tour this year and posted a 22-18 record.

Osaka's results fetched her $870,000 in prize money this year. However, her overall earnings for 2024 stood at $15 million. Her sponsors still have faith in her, so she continues to make bank off the court. She is currently endorsed by Nike, Panasonic, Beats, Tag Heuer, Louis Vuitton, Hyperice, Morinaga, Mastercard, Nissan, Crate & Barrel, and Bobbie baby formula, among others.

According to reports, Osaka's deal with Nike stands at $10 million a year, which she signed in 2019 and goes on until 2025. However, the final amount is likely to vary based on her performance, as is the case with such deals. While her contract with Louis Vuitton is rather hush-hush, it is reported to be a seven-figure deal as well.

Osaka's plethora of deals all reward her handsomely. While her earnings are down considerably from two years ago, another Grand Slam title would certainly help her top the highest-paid female athletes list once again.

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