Coco Gauff's commercial value is already priceless

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Serena Williams has therefore perhaps found a real heiress: Coco Gauff. For the teenager from Delray Beach, this is not only her sixth WTA title, but above all her first, presumably of many, title in a Slams in her career. Gauff thus crowns a memorable North American swing, with 18 victories out of 19 games and with titles also in Washington and Cincinnati.

Triumphing at home at the US Open, however, is a completely different emotion. Brad Gilbert and Pere Riba managed, in a very short time, to bring out all the latent talent of the young American. Washington, Cincinnati and the US Open are a historic achievement, which is also worth a prize money of $3 million.

The young American now has total prize money of $5.6 million this year, $11.1 million for his career. To which must be added 12 million dollars from sponsorships.

Coco Gauff's commercial value is already priceless

But this is just the beginning, the springboard.

Coco, unlike many of her other colleagues, such as Iga Swiatek, Aryna Sabalenka and Elena Rybakina, is American, and consequently has a different media spotlight than her other rivals. Coco has it all: she is young, strong, beautiful and she can be Serena Williams' heir.

She can be the global star that brands want to raise as an icon, filling the void that has been missing since Serena's retirement and the protracted absences of Naomi Osaka and Emma Raducanu, two stars praised by sponsors.

In the 50 years since the foundation of the WTA, brands and marketers have found everything they are looking for in Coco: pure gold. Marketing analysts are focusing heavily on Coco: the girl has potential yet to be fully discovered, but her strong personality and charisma, despite her young age, already make her an icon.

Serena has built an economic empire thanks to sponsors and marketing, starting from the victories on the court, which have thrilled the USA for almost 20 years of sporting epic. Fans (and brands) hope that Coco can do what Serena did for their country.