Text | brett knight，justin birnbaum
Igas Vyatek, Eileen Gu and Coco Gauff were the highest-paid female athletes in the last 12 months, while tennis players continue to dominate the annual earnings charts for female athletes.
The 20 female sports stars such as Iga Swiatek, Eileen Gu, Simone Biles, and Megan Rapinoe have a combined income of about 2 in 2023$2.6 billion. **illustration by stephanie cui for forbes
With Serena Williams retiring and Naomi Osaka missing this year's tournament due to injury and childbirth recuperation, a new number one has appeared on the list of the world's highest-paid female athletes: 22-year-old Polish tennis star Iga Wi Tek, who earned an estimated $23.9 million in 2023 (before taxes and agent fees). Prior to that, Maria Sharapova was the only woman to win the crown besides Williams and Naomi Osaka since Forbes launched the ranking in 2008, winning the title for eight consecutive years until she was replaced by Williams in 2016.
Swiatek has won the French Open women's singles title and four new endorsements this past year, but it's no coincidence that she's a tennis player like Osaka, Williams and Sharapova before her. Of the 20 highest-paid female athletes in the world, 12 are from this sport, and 9 of the top 10 are from this sport, so it's fair to say that tennis offers significant prize money and plenty of marketing opportunities for female athletes.
Golf and soccer each have two female athletes in this year's top 20, while badminton, basketball, gymnastics and freestyle skiing each have one female athlete on the list.
In 2023, the top 20 highest-paid female athletes earned a total of around 2$2.6 billion. That's 2.2 in 2022$5.8 billion is down 13%, but the decline is almost entirely attributable to Williams' departure (she earned $41.3 million a year on last year's list) and Naomi Osaka's revenue fell to $15 million ($51.1 million in 2022) during the long truce.
In fact, there are plenty of reasons to be optimistic about the 2023 rankings. The median earnings of the 20 female athletes are now $8.5 million, up from $7.3 million last year. Sixteen of the 20 finalists were under the age of 30, suggesting that they have greater earning potential. There are also eight female athletes who earned more than $10 million, matching last year's record and double the number in 2021.
Overall, women's sports continued to thrive this year, with the National Women's Soccer League and international women's soccer tournaments seeing record attendance, the WNBA announcing its first expansion since 2008, and the LPGA Tour also promising to increase its total prize money to $1 million from about $70 million in 2021More than $1.8 billion. However, despite the momentum, female athletes still lag far behind their male counterparts in earnings. In the Forbes 2023 rankings released in May this year, the top 20 male athletes earned a total of $1.9 billion, more than eight times the income of the top 20 female athletes, and the gap between the latter is becoming more pronounced. According to Spotrac, in the 2023-24 season, 60 NBA players will surpass Swiatek on their salaries just by playing.
Historically, tennis has had a smaller pay gap between men and women than in other sports, and the WTA Tour pledged in June to close the gender pay gap at its biggest event. (Since 2007, the prize money for men and women has been the same for all four Grand Slam tournaments.) But the transition is expected to take 10 years, and players have recently spoken out on other issues such as playing conditions, tournament operations and maternity protection.
We're the highest-paid female athletes, and tennis is a huge global sport, but at the same time, the gender pay gap is still huge," WTA Players Council member Jessica Pegula told Forbes this fall, adding that she was seventh on this year's list with $12.5 million in earnings. "We always say that Grand Slams are equal, but there are only four Grand Slam tournaments a year, and many other tournaments don't have equal prize money for men and women. ”
Fundamentally, the difference comes down to revenue – the women's league earns much less. For example, WNBA President Cathy Engelbert has said that starting in 2026, the league will seek more than $100 million a year in its next copyright deal. By comparison, the NBA earns more than $3 billion each season from its U.S. and international rights, and that number is expected to double in the next round of contracts starting in 2025.
Nonetheless, many elite women's tournaments, including the NCAA Basketball Championship and the FIFA Women's World Cup, will renegotiate their broadcast deals in the coming years, which will provide a well-timed opportunity for each event to turn the excitement surrounding these sports into meaningful revenue. At the same time, more and more brands are seeing the commercial value of sponsoring leagues and players, and female athletes are starting to see more mainstream** coverage, including Netflix's tennis documentary "Break Point," which featured Swiatek in the first season, and Pegula in the second season.
"I think we need to market our games better," Pegula said. She noted that WTA has partnered with private equity firm CVC Capital Partners this year to overhaul its commercial aspects. "It's an international movement with so many different stories and so many people impacted. But are we really telling these stories to our fans in the best possible way?I think that's what can really grow and change. ”
Here are the top 20 highest-paid female athletes in the world in 2023:
1 · $23.9 million
Iga Wi Tek
Sport: Tennis |Nationality: Polish |Age: 22 |On-site revenue: $9.9 million Off-market revenue: $14.0 million
***vcg/getty images
Swiatek ended her illustrious 2023 with a WTA Finals title and year-end singles No. 1 finish, and won the WTA Player of the Year award for the second year in a row. At just 22 years old, she has been at the No. 1 spot in the world for 82 weeks, is the 10th-ranked player in WTA history, and is 14th on the tour money list with nearly $25 million in career prize money. Off the pitch, Swiatek has expanded her endorsement portfolio this year with Visa, ON Footwear & Apparel, Oshee Sports Drink and information technology company Infosys, in addition to the four existing collaborations.
2 · $22.1 million
Eileen Gu
Sport: Freestyle skiing |Nationality: Chinese |Age: 20 |On-site revenue: $100,000 Off-market revenue: $22 million
***vcg/getty images
Gu was born in San Francisco, but she competed for China and was one of the very few Olympic athletes whose earnings did not plummet during the Olympics break. The freestyle skier and model has long-standing sponsors around the world, including China's Mengniu Dairy and sportswear maker Anta, as well as Louis Vuitton and Victoria's Secret in the West. Gu returned to the slopes after recovering from a knee injury last December, winning the halfpipe in China and Colorado for the first time in 11 months.
3 · $21.7 million
Coco Gauff
Sport: Tennis |Nationality: American |Age: 19 |On-site revenue: $6.7 million Off-market revenue: $15.0 million
***vcg/getty images
Her breakthrough at the US Open Grand Slam in September could propel Gauff to new heights as a female spokesperson, although she has done a great job in marketing, signing with Baker Tilly, Bose and UPS this year. A fan of Marvel superheroes, the 19-year-old appeared in an ad for the 2023 film Marvel and appeared on the limited edition cover of the Iron Man comic book. On the court, Gough has won four WTA tournaments this year and is third in singles, a career high.
4 · $15.2 million
Emma Raducanu
Sport: Tennis |Nationality: British |Age: 21 |On-site revenue: $200,000 Off-market revenue: $15 million
***robert prange/getty images
After winning the 2021 U.S. Open at the age of 18, Raducanu built one of the most valuable endorsement groups in tennis, with major brands paying tribute to the player they thought could become a star in the years to come. However, she has since suffered a series of injuries and her world ranking has dropped from 10th in 2022 to 299th. Raducanu's parting ways with five coaches over the course of about two years has also raised questions, but she refuted those criticisms in a recent interview, telling the BBC, "In some cases, they can't keep up with the questions I asked, and maybe that's why it (the collaboration) ended." ”
5. $15 million
Naomi Osaka
Sport: Tennis |Nationality: Japanese |Age: 26 |On-site revenue: $0 Off-market revenue: $15 million
***sarah stier/getty images
Naomi Osaka, who gave birth to her daughter in July this year, hasn't played tennis since September 2022, but she's preparing to make a comeback in Brisbane in preparation for next month's Australian Open. During that time, she expanded into new marketing areas by signing sponsorship deals with Bobbie Infant Formula and Crate & Kids, and her ** company, Hana Kuma, also joined Springhill Co. in April this yearSpun off and raised $5 million.
$614.7 million
Aryna Sabalenka
Sport: Tennis Nationality: Belarus Age: 25 On-court earnings: $8.2 million, off-court earnings: $6.5 million
***robert prange/getty
Sabalenka has had a brilliant career, winning the Australian Open, finishing first in the women's singles for two months in a row and winning the World Championship Award from the International Tennis Federation. While Russian and Belarusian players have struggled to win sponsorship during the war in Ukraine, Sabalenka has recently been working with Maestro Dobel Tequila Tequila and Leaf Trading Cards. In addition, she is the health care brand beekeeper'S Naturals and Olipop soda, and featured in Netflix's tennis documentary Break Point.
7. $12.5 million
Jessica Pegula
Sport: Tennis Nationality: United States Age: 29 On-court earnings: $6 million, off-court earnings: $6.5 million
***fred mullane/isi photos/getty images
Pegula, who was named to the 2024 Forbes Global 30 Under 30 list, won the biggest singles title of her career in Montreal this year and reached the title match at the Women's Tennis Association (WTA) Finals in November. She also briefly tied with her partner Coco Gauff for the No. 1 doubles rankings. On the off-court front, Pegula recently brought in Dyson headphones, De Bethune watches and Gorjana jewellery as sponsors, and she was also awarded the WTA's Jerry Diamond Aces Award for promoting women's tennis.
8 · $12.2 million
Venus Williams
Sport: Tennis Nationality: United States Age: 43 On-court earnings: $200,000 • off-court earnings: $12 million
***minas panagiotakis/getty images
Williams rarely competes these days – she's played in seven tournaments and played 10 matches this year, but the seven-time Grand Slam singles champion remains a marketing force. More recently, she has partnered with Purina Petcare, a division of Dove and Nestlé, launched a jewelry line with Reinstein Ross and invested in Los Angeles Golf Club, which is home to Tiger Woods and Rory McIlroy McIlroy) is a team in the upcoming launch of the TGL League by TMRW Sports. She also serves as an executive producer for Behind the Racquet, a feature film that focuses on the mental health challenges faced by tennis players.
9. $9.5 million
Elena Rybakina
Sport: Tennis Nationality: Kazakhstan Age: 24 On-court earnings: $5.5 million, off-court earnings: $4 million
***widak/nurphoto/getty images
Born in Russia, Rybakina has represented Kazakhstan internationally since 2018, winning Wimbledon in 2022 and then going on to shine in the 2023 season, winning two WTA 1000 tournaments and finishing fourth in the singles rankings that year. Along the way, the 24-year-old has also forged partnerships with Red Bull and Yonex.
10 · $8.8 million
Leylah Fernandez
Sport: Tennis Nationality: Canadian Age: 21 On-court earnings: $1.8 million, off-court earnings: $7 million
***robert prange/getty images
Like Emma Raducanu, Fernandez is still playing from the 2021 U.S. Open (u.ns.open) and her collaborations include Lululemon, Morgan Stanley and Google Pixel Phones. Fernandez has one more thing in common with Raducanu, and her performance is not up to expectations. She recently told RDS: "I lost myself on the tennis court. However, the tournament title in Hong Kong, China in October and the Billie Jean King Cup victory in Canada in November should make her more optimistic about 2024.
11 (tie) · $8.2 million
Nelly Korda
Sport: Golf Nationality: American Age: 25 On-court earnings: $1.7 million, off-court earnings: $6.5 million
***orlando ramirez/getty images
Koda has established herself among the top female golfers in golf, and in 2023 she reached new heights in her off-field career by upgrading her sponsorship portfolio and signing with Delta Air Lines, Goldman Sachs, Nike, TaylorMade Golf and T-Mobile. On the court, despite being only 25 years old and having only played 127 tournaments, she is ranked 30th on the LPGA Championship professional money list with a total prize money of $8.9 million.
11 (tie) · $8.2 million
Megan Rapinoe
Sport: Football Nationality: United States Age: 38 On-field earnings: $700,000 • off-field earnings: $7.5 million
***meg oliphant/getty images
Rapinoe's storied career didn't end as fairytale as she had hoped, as the U.S. crashed out of the Women's World Cup round of 16 in August and suffered a torn Achilles tendon in the final game of the Women's Soccer League (NWSL) championship in November. However, in her off-the-field career, her performance has been unprecedented. In addition to those endorsements that have always been there, the teachings she recorded for The Skills are now available through NBC's new streaming service, SportsEngine.
$13.8.1 million
Candace Parker
Sport: Basketball Nationality: United States Age: 37 On-court earnings: $100,000 • Off court earnings: $8 million
***ethan miller/getty images
Parker took a pay cut to sign with the Las Vegas Aces in January, and although she missed the rest of the season in July with a foot injury, the superteam she helped found won two straight championships in the Women's Professional Basketball League (WNBA) in October. Parker has also become more active in investing in recent years, acquiring a stake in League One Volleyball in September.
$14 · $7.8 million
Alex Morgan
Sport: Football Nationality: United States Age: 34 On-field earnings: $800,000 • Off court earnings: $7 million
***carmen mandato/ussf/getty images
With the retirement of Megan Rapinoé, Morgan will undoubtedly become the most marketable star of the U.S. women's national team, with collaborations with brands such as Nike, Hublot and Michelob Ultra. In September of this year, she became one of the partners of Volley Tequila Seltzer. In addition, she served as the executive producer of the documentary COPA 71 about the 1971 Women's World Cup.
$15 · $7.2 million
Zheng Qinwen
Sport: Tennis Nationality: Chinese Age: 21 On-court earnings: $1.7 million, off-court earnings: $5.5 million
***christopher pike/getty images
Zheng Qinwen won the WTA Most Improved Player award this year, which is another accolade after winning the Rookie of the Year award in 2022. Some industry insiders have speculated whether she will become a tennis star like Li Na, who was among the top three in terms of earnings from 2012 to 2014.
16 (tie) · $7.1 million
Simone Biles
Sport: Gymnastics Nationality: United States Age: 26 On-court earnings: $100,000 • Off court earnings: $7 million
***naomi baker/getty images
Biles made a splash at this year's Classic, becoming the first woman to complete the bile II vault and setting a world record with her sixth all-around gold medal. In February, her series for Snapchat, Daring Simone Biles, won the NAACP Image Award.
16 (tie) · $7.1 million
Psala Venkata Sindhu (p.).v. sindhu）
Sport: Badminton Nationality: India Age: 28 On-court earnings: $100,000 • Off-court earnings: $7 million
***shi tang/getty images
Although almost unknown in the United States, Sindhu's marketing prowess in India, a two-time Olympic medallist and 2019 badminton world champion, has made her a stalwart in the women's earnings rankings. This year, she has partnered with Centuary Mattress and American Pistachio Growers.
$5.7 million
Ons Jabeur
Sport: Tennis Nationality: Tunisia Age: 29 On-court earnings: $3.2 million, off-court earnings: $2.5 million
***matthew stockman/getty images
Jabeur suffered an even bigger setback at Wimbledon in July, losing her third Grand Slam final in two years, but she is still thriving off the court as the face of tennis in North Africa and the Middle East. In August, she joined the team of owners of NWSL's North Carolina Courage.
$5.4 million in 19
Brooke Henderson
Sport: Golf Nationality: Canadian Age: 26 On-field earnings: $1.9 million, off-court earnings: $3.5 million
***stuart franklin/getty images
A two-time golf major, Henderson is arguably Canada's brightest female sports star. In January, she switched to TaylorMade sets with Nellie Korda, earning herself a bigger sponsorship portfolio including ping.
$5.2 million
Markéta Vondrousová
Sport: Tennis Nationality: Czech Republic Age: 24 On-court earnings: $4.7 million, off-court earnings: $500,000
***julian finney/getty images
In July, Vondrousova, then ranked 42nd, became the first unseeded player to win a Wimbledon singles title. (And she apparently didn't expect to make it to the finals, so much so that she had to make a last-minute appointment with a cat sitter). The 24-year-old Czech ace announced his agreement with J. J. after the matchLindeberg signed a new apparel sponsorship deal and finished seventh in the women's singles rankings this year.
How the rankings are made: Forbes' list of the world's highest-paid female athletes reflects how much female athletes earned in the 2023 calendar year. The on-site earnings figure includes base salary, bonuses, allowances and tournament bonuses, rounded to the nearest $100,000. The estimate of off-court revenue, rounded to the nearest $500,000, is determined through consultation with industry insiders and reflects the cash that athletes receive each year from endorsements, licenses, appearances and memorabilia, as well as the cash return from any business in which they have a significant interest. The Forbes list does not include investment income such as interest expense or dividends, but does include compensation for athletes' shareholdings. In addition, the Forbes list does not deduct taxes or broker fees. The list includes athletes who are active at any time during the 12-month period of the year.
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