When we talk about sports, there’s often an automatic spotlight on men. LeBron’s shoe deal. Messi’s contract. Mahomes’ endorsements. The business of sports has historically been tilted toward male athletes, and that’s not exactly shocking given decades of investment, exposure, and cultural bias. But something powerful has been happening—slowly, consistently, and now undeniably. Women in sports are cashing in, not just for their talent on the field, court, or track, but for the influence, loyalty, and marketability they command off it.

We’re in an era where the biggest endorsement deals signed by women in sports aren’t just “token contracts” anymore. They’re power statements. They’re signals to the marketplace that female athletes are no longer an afterthought—they’re leading voices. And make no mistake, these deals aren’t charity. They’re smart, calculated business moves because brands are realizing something important: women athletes move culture, sell products, and inspire communities at a level you simply can’t ignore anymore.

Let’s walk through some of the biggest deals and, more importantly, what they mean—not just for women in sports, but for business, culture, and the next generation of athletes coming up.

The Evolution: From Undervalued to Unstoppable

Before we get into the eye-popping numbers, it’s worth acknowledging how different the landscape looked even just 15 years ago. Women’s sports coverage was minimal. The pay gap in prize money was massive. And endorsements? Unless you were Maria Sharapova or Serena Williams, you were rarely seeing multi-million-dollar contracts.

Fast forward to today, and the playbook has shifted. Social media gave women athletes direct access to fans. Global movements for equality amplified the conversation. And when you combine talent with relatability, you get influence. Brands started to notice that a Caitlin Clark post could generate as much engagement as an NBA player’s—sometimes more. That Naomi Osaka wasn’t just a tennis star, she was a cultural force with crossover appeal into fashion, wellness, and activism.

The takeaway? Women athletes are not “niche.” They’re mainstream. And the numbers on these endorsement deals prove it.

Serena Williams – The Blueprint

No conversation about women and endorsement power is complete without Serena Williams. Serena redefined what it meant to be more than an athlete. With Nike, Gatorade, Wilson, Audemars Piguet, and JPMorgan Chase backing her, she pulled in over $90 million in endorsements at her peak—more than any other woman athlete in history at the time.

But what makes Serena’s story powerful isn’t just the money. It’s the diversification. She wasn’t a “one-brand athlete.” She turned her fame into equity, building Serena Ventures, which invested in more than 60 companies. That’s the real lesson here: endorsement deals can spark visibility, but the smartest athletes turn that attention into ownership.

Naomi Osaka – The New Generation Standard

When Naomi Osaka inked her $10 million-a-year Nike deal in 2019—reportedly the richest endorsement contract ever for a female tennis player—it wasn’t just about sports. It was about identity. Osaka was young, biracial, outspoken, and authentic. Brands like Louis Vuitton, Beats by Dre, and Mastercard saw more than just a tennis player. They saw the future of cultural influence.

By 2021, Forbes listed Osaka as the highest-paid female athlete in history, pulling in $60 million in a single year, mostly from endorsements. That wasn’t by accident—it was the marketplace recognizing a generational voice.

Simone Biles – Courage, Brand Power, and Control

Simone Biles didn’t just flip gymnastics upside down; she flipped the endorsement world, too. After walking away from Nike to sign with Athleta, Biles sent a message: athletes have options. It wasn’t about chasing the biggest check—it was about aligning with a brand that aligned with her values. Athleta put her in the driver’s seat, focusing on empowerment, inclusivity, and real connection with women.

And here’s the kicker: the deal proved you don’t have to sign with the “biggest player” to make the biggest impact. By choosing Athleta, Biles inspired a wave of athletes to rethink their partnerships.

Alex Morgan – The Soccer Star Who Cashed In

Soccer has always been global, but U.S. women’s soccer players didn’t always see the commercial payoff. Alex Morgan changed that. Her multi-year Nike partnership, combined with deals from Coca-Cola, ChapStick, and AT&T, made her one of the top earners in women’s sports.

The 2019 Women’s World Cup victory catapulted Morgan and her teammates into the endorsement stratosphere. And the lesson for brands was clear: women’s sports, when marketed properly, draw just as much passion, patriotism, and purchasing power as men’s.

Caitlin Clark – The Present and Future

Caitlin Clark is rewriting the rules in real time. When Nike swooped in with a record-breaking deal that reportedly mirrors the magnitude of Michael Jordan’s historic contract, it wasn’t a gamble. It was an investment in the future face of basketball. Clark isn’t just a college standout turned pro—she’s a cultural lightning rod.

Her NIL (Name, Image, Likeness) deals before turning pro were already valued in the millions, with brands like State Farm, Gatorade, and Topps backing her. By signing with Nike on a long-term signature shoe deal, Clark cemented her status as not just a WNBA player, but a global brand ambassador.

And here’s what makes it even more remarkable: she’s bridging the gap between men’s and women’s basketball audiences. If Michael Jordan changed Nike forever, Clark may very well do the same for the WNBA.

Beyond the Superstars – Depth of the Market

What’s most encouraging about today’s landscape is that endorsement power isn’t limited to the top two or three names. From Coco Gauff (New Balance) to Iga Świątek (Asics, Red Bull) to Megan Rapinoe (Nike, Visa, Samsung), the deals are spreading.

The ecosystem is growing. Women in sports are being valued not just for wins, but for who they are, what they represent, and the conversations they start.

The Business Impact – Why Brands Are Betting Big

Let’s be clear: these endorsement deals are not charity. Brands sign athletes because they believe they’ll generate ROI. So why are women athletes suddenly commanding these massive checks?

1. Engagement – Women athletes often have higher engagement rates than male athletes on social media. Fans feel a personal connection.

2. Cultural Leadership – From mental health to equality, women athletes are leading conversations that matter. Brands want to be part of that.

3. Untapped Markets – For decades, brands overlooked women’s sports. That gap is now being corrected—and it’s profitable.

4. Youth Influence – Young fans, especially young girls, look up to these athletes as role models. That’s marketing gold.

The result? Endorsement deals that rival, and sometimes surpass, those of male athletes.

Tying It Back to the Everyday Fan

Now, let’s ground this in the fan experience. Endorsements are one thing, but how do fans actually participate in this culture of sports? That’s where products and innovations come in.

Take Sport Displays, for example. The company behind the Jersey Mount found a way to give fans the same feeling of pride and representation at home that athletes bring on the court. Just as Nike puts Caitlin Clark in a signature shoe, Sport Displays puts everyday fans in the spotlight with a sleek, Canadian-made solution to showcase their jerseys.

For collectors, athletes, and superfans, the Jersey Mount isn’t just a product—it’s a way of saying: This jersey matters. This moment matters. This story matters. And that’s exactly what endorsement deals are about, too. They’re signals of meaning, pride, and identity.

Why These Deals Matter Beyond the Money

Yes, the headlines are about millions of dollars. But the impact goes way beyond that.

• Visibility: Every deal puts more women athletes in commercials, billboards, and prime-time media. That normalizes their presence.

• Inspiration: Young athletes see what’s possible. Suddenly, a girl playing soccer in a small town doesn’t just dream about the Olympics—she dreams about her own Nike deal.

• Equality: Every contract narrows the gap. It proves that value exists wherever fans invest attention.

• Legacy: These deals create long-term wealth and opportunities. Athletes like Serena and Osaka are using endorsement money to build ventures that will last long after retirement.

The Future: What’s Next for Women in Endorsements?

We’re just scratching the surface. As women’s sports continue to grow—WNBA expansion, women’s soccer leagues in Europe, increased Olympic coverage—the opportunities will multiply.

The next frontier? Women athletes not just signing deals but creating their own brands from scratch. We’ve already seen it with Serena Ventures, and I expect more athletes to follow suit. Endorsements will evolve from sponsorship to partnerships to ownership.

And when that happens, we won’t just be talking about “the biggest endorsement deals signed by women in sports.” We’ll be talking about the biggest business empires built by women in sports.

Final Word

Endorsement deals for women athletes aren’t just contracts—they’re cultural milestones. From Serena to Osaka, from Biles to Clark, these women aren’t just playing games. They’re rewriting the rules of business, influence, and representation.

The money is huge, yes. But the message is bigger: women athletes are not the future of endorsements—they’re the present. And for every brand that gets behind them, for every fan who supports them, for every product that connects fans to the athletes they love, this momentum becomes unstoppable.

Because in the end, it’s not just about the size of the deal. It’s about the size of the impact.