Naomi highest paid female athlete ever, topping Serena

• The 22-year-old Japanese tennis player racked up $ 37 m in earnings in the past year, more than any other female athlete in history
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Forbes.com: 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 US 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

Naomi Osaka

Serena Williams

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 earned $37.4 million the last 12 months from prize money and endorsements, $1.4 million more than Serena, setting an all-time earnings record for a female athlete in a single year; Maria Sharapova previously held the record with $29.7 million in 2015.

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 US 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 three, she and her family moved to the US, settling on Long Island and then heading to Florida; her older sister, Mari, also plays on the pro circuit.

She turned pro in 2014, a month before her 16th birthday. She cracked the WTA’s top 40 in 2016 and won her first title in March 2018 at Indian Wells. In the 12 months that followed, she became the first Japanese player to win a Slam, and the first Asian tennis player ever to be ranked No. 1 in the world.

Osaka held dual citizenship growing up but made the wise choice to represent Japan ahead of the Tokyo 2020 Summer Olympics, now postponed to 2021. The decision made her an even hotter commodity for Olympic sponsors, like Procter & Gamble, All Nippon Airways and Nissin, which signed endorsement deals with Osaka to use her around marketing for the Games. She is expected to be one of the faces of the Olympics, which had triggered unprecedented levels of excitement among the Japanese public before the coronavirus outbreak.

The last top-earning female athlete outside of Williams and Sharapova was Serena’s sister Venus in 2003. Tennis remains the only route for women to rank alongside the top-paid male sports stars. Sharapova, Li Na, Serena Williams and now Osaka are the only women to rank among the 100 top earners in sports since 2012. The highest-paid female athlete every year since Forbes started tracking the data in 1990 has been a tennis player, with Steffi Graf and Martina Hingis the top earners for most of the 1990s. 

Tennis players are walking billboards in the only major global sport where men and women have some level of equality in their paychecks, thanks to similarly sized audiences tuning in to watch tournaments. Prize money at the four Grand Slam events has been even since 2007, although men still earn more at lower-level tourneys. 

(Source: https://www.forbes.com/sites/kurtbadenhausen/2020/05/22/naomi-osaka-is-the-highest-paid-female-athlete-ever-topping-serena-williams/amp/?__twitter_impression=true)