In a stark contrast to the male-dominated world of high-earning athletes, the landscape for female sports stars in the UK is undergoing a significant shift. For three consecutive years, not a single woman has appeared among the world’s 100 highest-paid athletes, as the financial bar continues to rise. In 2025, the threshold jumped to £43.6m, up 19% year-on-year. Coco Gauff, the highest-earning female athlete globally, made £27.9m, still falling nearly £16m short of the top 100.
This disparity has not gone unnoticed, and a growing number of female athletes in the UK are now seeking to emulate the success of their American counterparts in becoming savvy investors. Across the pond, stars like Serena Williams, Venus Williams, and Naomi Osaka have leveraged their sporting success to build impressive investment portfolios, diversifying their income streams beyond prize money and endorsements.
“Female athletes in the UK are increasingly recognising the importance of financial literacy and taking control of their long-term financial futures,” explains Sarah Thompson, a sports finance expert at the University of Cambridge. “They’re looking to the US as a model for how to translate their athletic achievements into sustainable wealth and influence.”
One such example is British tennis player Emma Raducanu, who burst onto the scene in 2021 with a stunning US Open victory. Raducanu has since partnered with several high-profile brands and is actively involved in managing her growing investment portfolio, which includes stakes in tech startups and sustainable energy projects.
“Emma’s story is inspiring a new generation of female athletes to think beyond just their on-field performance,” says Thompson. “They’re seeing how strategic investments can create lasting value and financial independence.”
The trend extends beyond individual athletes. Women’s professional leagues in the UK, such as the Women’s Super League (WSL) and the Netball Superleague, are also prioritising financial education and investment opportunities for their players.
“It’s not just about securing higher salaries anymore,” explains WSL chief executive, Kelly Simmons. “We want to empower our athletes to become savvy businesswomen, with the skills and networks to build wealth and influence off the pitch.”
As the UK’s female athletes continue to push the boundaries of their sport, they are also redefining the role of the modern professional sportsperson. By embracing financial empowerment, they are charting a path towards a more equitable and sustainable future for women in sports.
