Naomi Osaka was only a year old when Serena Williams won her first Grand Slam title in 1999. Nineteen years later, Osaka beat Williams at the U.S. Open final to win her first Grand Slam. It was one of the most controversial matches in Open history, involving three code violations called against Williams. Now the 22-year-old ace has beaten her legendary rival once again, this time for bragging rights as the highest-paid female athlete in the world.
Osaka ranks No. 29 among the 100 highest-paid athletes while Williams is No. 33. It’s the first time since 2016 that two women have made the ranks of the 100 highest-paid athletes, with the full 2020 list set for release next week.
“To those outside the tennis world, Osaka is a relatively fresh face with a great back story,” says David Carter, a sports business professor at USC’s Marshall School of Business. “Combine that with being youthful and bicultural, two attributes that help her resonate with younger, global audiences, and the result is the emergence of a global sports marketing icon.”
The ascension puts an end to a decisive winning streak for Williams, who has been the world’s highest-paid female athlete each of the past four years, with annual pre-tax income ranging from $18 million to $29 million. The 23-time Grand Slam champion has collected almost $300 million during her career from endorsers that have swarmed the 38-year-old star.
Osaka’s rise to the head of the charts was a perfect convergence of several factors. She first proved herself on the court, with back-to-back Grand Slam titles at the 2018 U.S. Open and the 2019 Australian Open. That plus her heritage—a Japanese mother and a Haitian-American father—helped separate her from the pack; at only 20 when she won her Open title, she had a cool factor and an engaging personality.
Osaka’s roots are crucial to her endorsement stardom. She was born in Japan. When she was 3, she and her family moved to the U.S., settling on Long Island and then heading to Florida; her older sister, Mari, also plays on the pro circuit.
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