Coco Gauff takes tennis career into her own hands with surprising new role

Coco Gauff is making waves in the tennis world by taking on a new role as the player-owner of the Florida Flamingos Racquet Club in World Team Tennis (WTT). This marks a significant shift in her career, blending her athletic ambition with entrepreneurial ventures. Gauff joins a roster of talented players such as Tommy Paul, Learner Tien, Brandon Nakashima, Iva Jovic, and Eva Lys, bringing a mix of established and rising stars to the league.

World Team Tennis, originally established in 1974 under the guidance of Billie Jean King, aimed to provide men and women with a shared team format, deviating from the traditional singles-only spotlight. The league faced financial challenges and folded after five seasons. However, the relaunch in 2024, led by Intrepid Sports Group, aims to offer players equity in the league, tying their personal success more directly to the league's growth.

This marks a new era in tennis, where athlete star power can translate into equity, not just appearance fees or endorsements.

The new match format features 4 singles sets, split evenly between 2 men's and 2 women's sets, followed by a mixed doubles Supertiebreaker. This structure keeps gender balance central to the league's presentation, echoing its founding philosophy from 1974. The season is scheduled to take place in December, outside the traditional tennis calendar, with 6 live matches across New York, Toronto, and South Florida. Coverage will be available on CNBC and Fandango.

Gauff's connection to South Florida is significant, as she grew up in Delray Beach and learned tennis on the public courts at Pompey Park. Playing a home match in South Florida gives this WTT role a personal connection, and Gauff expressed her excitement about competing in front of family and friends. This marks a rare opportunity for Gauff to share the moment locally, as she travels constantly for her tennis career.

In addition to her tennis accomplishments, Forbes listed Gauff as the world's highest-paid female athlete for a second straight year in 2025, with an estimated earnings of $33 million. Her 2025 earnings included $8 million on-court and $25 million from off-court activities such as sponsorships, appearances, exhibitions, and other business ventures. Gauff also joined the investor group behind Unrivaled, a 3-on-3 women's basketball league, in January 2025, showcasing her diverse interests in the sports industry.