Thursday December 7, 2023

Osaka Defeats the GOAT

  • Naomi Osaka beat Serena Williams in the Australian Open semifinals on Wednesday night.
  • The 23-year-old has one of the strongest personal brands in sports today.
Copy Link
Link Copied
Link Copied

Naomi Osaka is headed to the Australian Open final after a decisive victory against her idol Serena Williams, who was going for a record-tying 24th major title.

Osaka beat Williams for her first Grand Slam title at the 2018 U.S. Open, and will face Jennifer Brady on Saturday night for a chance at her fourth. The 23-year-old is often considered Williams’ heir apparent due to her on-court dominance, but she’s following in her footsteps in business, too.

With $34 million in endorsements and $3.4 million in winnings, Osaka was the highest-paid female athlete on Forbes’ 2020 list of top athlete earners. This year, she’s added Louis Vuitton, Tag Heuer and Workday to a list of sponsors that already includes Nike, Beats, Mastercard and several others.

If Osaka wins the Australian Open, she’ll earn another $2.13 million in prize money — or $1.16 million as a runner-up.

Though her portfolio doesn’t yet measure up to the 50-plus companies Williams has invested in through Serena Ventures, Osaka is off to a strong start with equity stakes in Hyperice and BodyArmor.

She also purchased an undisclosed ownership stake in National Women’s Soccer League club, the North Carolina Courage. The move was inspired in part by Serena and her daughter Olympia, who each own a stake in Los Angeles’ new NWSL club, Angel City FC.

“I’ve been seeing this sort of ongoing thing where other athletes are investing in other sports,” said Osaka. “I remember reading in an article that Serena’s daughter invested in a soccer team. I thought that maybe that’s a really good direction to go.”

Copy Link
Link Copied
Link Copied

What to Read

Tennis Grand Slams Reportedly Want a Formula 1-Style Tour

Potential union of sport's largest events would represent historic transformation.
Wimbledon center court on a partly sunny day

Wimbledon Expansion Fate Rests In London Mayor’s Office

London borough of Wandsworth votes against $250 million expansion bid.

Wimbledon Expansion In Doubt Amid Local Objections

Local borough planners recommended rejection of project
Billie Jean King fields questions at a press conference.

Billie Jean King Is Still Hitting Equal Pay Milestones

Billie Jean King's impact resonates 50 years after she demanded equal pay.
podcast thumbnail mobile
Front Office Sports Today

Why the NBA May Have Made Billions With Midseason Tournament


Featured Today

The College Football Playoff is considering rotating TV networks for the national championship game.

CFP Considers Super Bowl-Like Rotation For National Championship Game

Multiple networks could share rights to the championship game, sources told FOS.
Brett Favre
November 27, 2023

Favre Welfare Case Hold-Up? "AG’s Office Has Not Expressed Interest In Pursuing"

The DOJ interviewed Brett Favre in early 2020.
The future of the Pac-12 rests on a court decision.
November 24, 2023

The Pac-12 Plays Its Final Regular-Season Game. Then A Court Decides Its Fate.

The conference's future rests with a court decision.
Lane Kiffin
November 9, 2023

Ole Miss, Lane Kiffin Lawyers Argue for Dismissal of Player Lawsuit

FOS obtained audio of Lane Kiffin's interaction with the player behind lawsuit.


Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Multiple Locations
Multiple Locations
Creative Artists Agency
Multiple Locations
Jon Rahm tees off on the 15th hole during the first round of the PGA Championship in Rochester, New York.

Report: Jon Rahm Set to Join LIV Golf

Rahm could get the richest LIV Golf contract yet.
December 2, 2023

Ohtani's Future Deal Takes Center Stage As Winter Meetings Kick Off

The two-way phenom is expected to sign the largest-ever player contract in U.S. team sports.
December 4, 2023

Are Tiger Woods and Nike Splitting Up? The Move Would Change Golf

A new report suggests a move could be brewing.

NHL’s Chris Foster on Amplifying Content Distribution With Automation

Learn how the NHL is using WSC Sports to increase fan engagement.
Shaquille O'Neal
December 1, 2023

A.I. Shaq? Authentic Files Trademarks Hinting at Virtual Shaquille O’Neal

Shaquille O’Neal and licensing group claim “ASK SHAQ” and “SHAQ A.I.”
November 30, 2023

Tracking Devices and Bags of Cash: A Soccer Scandal in Turkey

Former Atletico Madrid player Arda Turan is involved in the scandal.
November 30, 2023

Ronaldo Sued For $1B In Latest Fallout From Athlete Crypto Deals

Soccer superstar latest to be hit in legal fallout from crypto decline.
Red Bull Racing driver Max Verstappen of The Netherlands celebrates his victory of the Las Vegas Grand Prix at Las Vegas Strip Circuit.
November 30, 2023

The 10 Highest-Paid Formula 1 Drivers For 2023

Red Bull Racing’s Max Verstappen tops the list with $70 million.