WSA’S MOST MARKETABLE FEMALE ATHLETE BRANDS: BILLIE JEAN KING CUP EDITION

The Billie Jean King Cup Finals bring together some of the brightest stars in tennis, but this tournament isn’t just about on-court brilliance. It’s also a showcase for the athletes whose personal brands are redefining marketability in women’s sport.

At the Women’s Sports Alliance, we’ve spotlighted five players competing at this year’s Finals who are primed to capture commercial attention. From established names with global pull to rising stars bringing new energy, each offers a distinct brand story that connects with audiences and partners alike.

Here are our picks:

MADISON KEYS (USA)

Madison Keys has long been one of the most respected figures in women’s tennis, combining consistent success with a reputation for sportsmanship and authenticity. Her brand centres around poise and professionalism, but with a relatable warmth that resonates with fans. As a mental health advocate and a leader in inclusivity, Madison offers brands alignment with trust, resilience, and credibility. She appeals not just to tennis enthusiasts but to a broad audience that values athletes with purpose-driven influence.

JASMINE PAOLINI (ITALY)

Jasmine Paolini’s breakout success has transformed her into one of the most talked-about players in the game. Her personal brand is anchored in underdog energy and perseverance, a story of working tirelessly to rise through the ranks. With her infectious smile and approachable personality, she embodies relatability and hope. Brands looking to inspire audiences with messages of determination and self-belief will find Jasmine the perfect partner.

HAILEY BAPTISTE (USA)

Hailey Baptiste represents a bold and modern voice in tennis. Stylish, confident, and unapologetically herself, she connects strongly with younger audiences who value authenticity and individuality. Her identity as a young Black woman in a traditionally exclusive sport also makes her an important figure for representation and cultural relevance. For brands seeking to align with fresh energy, inclusivity, and trend-led appeal, Hailey stands out as a unique commercial opportunity.

ALYCIA PARKS (USA)

With her powerful game and striking presence, Alycia Parks brings a brand rooted in strength and individuality. Known for her fearless playing style and fashion-forward image, she blurs the line between athlete and cultural figure. Alycia has the potential to grow into a mainstream crossover star, appealing beyond sport into music, fashion, and lifestyle spaces. Brands aiming to reach diverse, global audiences through creativity and edge will see her as a future-facing ambassador.

ELENA RYBAKINA (KAZAKHSTAN)

As a Wimbledon champion and one of the sport’s elite performers, Elena Rybakina offers a brand built on excellence and global reach. Reserved yet fiercely competitive, her calm exterior sets her apart in an era of louder personalities. This quiet confidence appeals to brands seeking sophistication and a universal appeal that translates across cultures. With her proven success on the biggest stages, she embodies reliability, prestige, and global star power.

WHY THESE FIVE?

Together, Keys, Paolini, Baptiste, Parks, and Rybakina illustrate the diversity of marketability in women’s tennis today. They represent a spectrum of qualities, from authenticity and resilience to cultural influence and global dominance.

For brands, the Billie Jean King Cup Finals offer more than just high-stakes tennis. They spotlight athletes whose personal brands extend far beyond the baseline, shaping the future of commercial partnerships in women’s sport.