No athletics star in top 10 list as Forbes names Iga Swiatek, not Coco Gauff as the highest-paid female athlete

Forbes has named Iga Swiatek as the highest-paid female athlete in 2023, not Coco Gauff as previously published by Sportico.

In the publication by sportico.com, Gauff nudged out Świątek and Eileen Gu with an estimated $22.7 million to $21.9 million from prize money and endorsements, while Eileen Gu was third with $20 million.

It marked a departure from the dominance of Serena Williams, Maria Sharapova, and Naomi Osaka over the past 15 years, having witnessed the retirement of Williams and Sharapova, while Osaka took the year off from tennis with the birth of her daughter Shai, which paused many of her lucrative endorsement deals.

In a contrary list released by Forbes, Swiatek, the world's No. 1 professional female tennis player, takes the top position.

Forbes' estimation increased Swiatek's earnings by $2 million ($23.9 million), securing her the top spot for the year in 2023. Skiing sensation Eileen Gu ($22.1 million) emerged as the second-highest earner, pushing Coco Gauff to third place with $21.7 million.

The four-time Grand Slam champion has some of her major earnings from sponsorships such as Visa, On Shoes and Apparel, Oshee, and Infosys. 

On the other hand, Gauff increased her sponsorships, especially after winning the US Open title in September. She signed deals with brands like Baker Tilly, Bose, UPS, and even appeared in an advertisement for the movie "The Marvels," part of the Marvel Cinematic Universe. 

Professional tennis players overwhelm the list of the highest-paid sportswomen in the world, while athletics stars struggle to even be on the Top 30 list.

According to the Forbes list, 12 tennis are among the top 20 earners, occupying 9 out of the top 10 positions. 

The top 20 highest-earning women earned around $226 million in 2023, equating to a 13% decrease compared to the 258 million in 2022. This decrease can be primarily attributed to the absence of Williams, who raised 41.3 million last year, and Osaka's income dropping to 15 million dollars (from 51.1 million in 2022) due to her extended break.

While tennis players continue to command the top of the pay charts, track and field athletes are nowhere to be found.

The inability of athletics stars to make the list is always a concern for athletes and fans through the years, on the poor allocation the sport gets, even during major meets like the World Athletics Championships and Diamond League. 

Athletics enthusiasts and shakers in the sport have discussed several means by which the sport can be more marketable, but every year there aren't many changes seen or that evolves.

With recent reports of the world's fastest woman Sha'Carri Richardson allegedly signing a US $20 million with Nike for five years, if true, will be a huge game changer in the future endorsements of female athletes in track and field.