In a move that has shocked the tennis world, Aryna Sabalenka, the reigning Australian Open champion and current top-ranked Belarusian tennis star, has filed a formal complaint to the Women’s Tennis Association (WTA), citing what she calls a “shocking and unfair” pay disparity between herself and American rising star Coco Gauff.
Sabalenka’s complaint claims that she was paid $5 million less than Gauff in endorsements and tour-related earnings over the last calendar year, despite similar rankings and on-court achievements. The revelation has sent shockwaves across social media, sports networks, and locker rooms worldwide, sparking heated debates over fairness, favoritism, and the business of tennis.
“It’s not about jealousy. It’s about respect.”
In a candid and emotional interview following her quarterfinal victory at a recent WTA 1000 event, Sabalenka didn’t hold back:
“I work hard. I’ve won Slams. I travel nonstop. And yet, I see players with fewer titles and less consistency being rewarded more. It’s not about jealousy. It’s about respect. This sport should treat all top players equally.”
Sabalenka said she became aware of the growing disparity after comparing public sponsorship filings and WTA bonus data. While exact financial details in tennis are often confidential, Sabalenka claims she confirmed through multiple sources that Coco Gauff earned upwards of $12 million over the past 12 months, while Sabalenka’s earnings hovered around $7 million, including prize money and endorsements.
What’s the Source of the Disparity?
According to experts, endorsement deals are where the major difference lies.
Coco Gauff, at just 20 years old, has become a marketing phenomenon. She has signed massive deals with New Balance, Barilla, Rolex, and most recently, UPS and Bose.
Gauff’s social media following, relatability, and strong presence in the U.S. market have made her one of the most marketable young athletes in the world.
On the other hand, while Sabalenka has proven herself as a powerful force on court, her brand visibility in Western markets remains relatively limited due to geopolitical tensions and reduced global sponsorship in Eastern Europe.
But Sabalenka insists that performance should be the primary driver of reward, not just popularity or marketing appeal.
“I respect Coco a lot. She’s a great player and a great person. But when performance gets ignored and marketing takes over everything, we lose sight of what tennis is about.”
The WTA Responds… Carefully
The WTA has acknowledged the complaint, releasing a brief statement:
“We take all concerns from our athletes seriously and are committed to fostering transparency, fairness, and equal opportunity within the sport.”
However, WTA officials also noted that endorsement income is considered private and external to the organization’s control, complicating their ability to regulate disparities in earnings outside of prize money.
Still, Sabalenka’s complaint has ignited a wave of support and criticism.
Tennis World Reacts
Fans, analysts, and players have taken to Twitter, Reddit, and Instagram to voice their opinions:
Supporters of Sabalenka say she’s raising an important issue about the commodification of athletes, where popularity often outweighs merit.
Others argue that Gauff’s appeal and brand power are fair game in a capitalistic sports economy and that Sabalenka’s frustration, while understandable, reflects a misunderstanding of modern athlete branding.
Veteran tennis commentator Pam Shriver weighed in:
“Sabalenka’s complaint brings a valid question to light: Should performance dictate commercial success? Or is tennis now just as much about influence as it is about impact?”
A Bigger Conversation in Women’s Sports
Sabalenka’s frustration reflects a broader struggle happening across women’s sports: how to balance performance-based rewards with commercial interests.
From the U.S. women’s soccer team to WNBA stars, female athletes have been increasingly vocal about pay gaps, sponsorship imbalances, and media exposure disparities.
Sabalenka’s complaint may not directly change Coco Gauff’s paycheck, but it might force the WTA and global tennis sponsors to reevaluate how equity is measured, especially among the top-tier elite.
What Happens Next?
Sabalenka’s team has requested that the WTA:
Review its bonus and appearance fee structures, especially for end-of-season championships.
Increase transparency regarding player earnings tied to WTA events.
Engage sponsors in conversations about valuing performance alongside personality and market appeal.
Meanwhile, Coco Gauff has not officially responded, though sources close to her suggest she is “surprised but not offended” and respects Sabalenka’s right to speak out.
Final Thoughts
Aryna Sabalenka’s bold move has sparked an uncomfortable but necessary dialogue about value, visibility, and fairness in professional tennis. Whether or not her complaint changes official policy, it has already changed the conversation.
One thing is clear: in today’s sports world, success is no longer measured just by trophies — but also by the power of your platform.
