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Osaka Emerges as the New Highest-Paid Female Athlete of All Time

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 finals 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 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 any female athlete in a single year; Maria Sharapova held the prior 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 top 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 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 who have swarmed the 38-year-old star.

Source: Forbes

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