Not a Single Woman Made This List of the 100 highest-paid athletes. Here’s How They’re Responding
Elite female athletes are continuing to make their own opportunities off the court and the field.
Sportico just released its annual list of the 100 highest-paid athletes in the world, and for the third year straight, not a single female athlete made the cut. The group, which spanned basketball, soccer, football, golf, tennis, Formula 1, and boxing, was topped by Cristiano Ronaldo for the third straight year, followed by boxer Canelo Álvarez, Lionel Messi, New York Mets superstar Juan Soto, and LeBron James.
The last time any female athlete earned enough to make an appearance on the list was back in 2022, when two tennis players earned spots. Naomi Osaka clocked in at number 20 after raking in $53.2 million, the vast majority of which came from endorsement deals, not prize money. Serena Williams landed at number 52 with $35.3 million in earnings.
Women’s elite sports were expected to generate $2.3 billion in global revenue last year, up from $1.88 billion in 2024, according to data from Deloitte. But even amid the women’s sports boom, which has ushered in record-breaking team valuations, viewership, ticket sales, and player salaries, the overall gender pay gap, especially among the highest-paid athletes, has not closed in any meaningful way. That stark financial reality has not been lost on female athletes. That’s why so many have turned to entrepreneurship, launching second acts as founders and investors to maximize their earnings potential.
“Within women’s sports, especially women’s basketball, so many athletes have had to create their own thing, and become entrepreneurs, and build the brands around themselves, because of the void of opportunities,” says Playa Society founder Esther Wallace, who played basketball in college and internationally before launching her streetwear brand.
Just look at the past names on Inc.’s Female Founders list. Allyson Felix, the most decorated American track and field athlete in history, launched Saysh, a shoe brand that designs running shoes specifically for women, and Always Alpha, a management company that reps female athletes. Serena Williams started her own early-stage venture capital firm, Serena Ventures, and Wyn Beauty.
Alex Morgan, Sue Bird, and Chloe Kim teamed up with Jessica Robertson to co-found Togethxr, a women’s sports-focused media and e-commerce startup that has turned its viral “Everyone Watches Women’s Sports” t-shirts and hoodies into a go-to uniform for women’s sports fans. Venus Williams and Gabby Thomas are working as entrepreneurs and investors while still competing at the highest levels of their sports.
“It’s not just a moment,” Wallace says. “It’s a movement, something that’s just going to continue to rise.”