Elena Rybakina is the 2026 US Open Champion AND the new No. 1 women’s tennis player in the world. At 27, she now has three Grand Slam titles, is one of the 10 highest-paid tennis players on the planet, and is emerging as one half of arguably the biggest rivalry in women’s tennis. Her rise to the top of tennis has been remarkable – but commercially, there may still be significant room to grow.
Here’s a breakdown of what investors should know about Elena Rybakina.
All-Around Athlete
Tennis wasn’t actually Rybakina’s first sport. Growing up in Moscow, Russia, she tried gymnastics and figure skating before her height made pursuing either at an elite level difficult. Her father, a tennis fan, introduced her to tennis around age six.
A First for Kazakhstan
Rybakina was born in Russia but began representing Kazakhstan in 2018, after the Kazakhstan Tennis Federation offered funding, training bases, and support in return for representing the country and federation. Now, she’s made history as the first tennis player – man or woman – representing Kazakhstan to reach World No. 1.
The 2022 Breakthrough
In 2022 – while ranked No. 17 in the world – Rybakina claimed the Wimbledon title, defeating Ons Jabeur to capture her first Grand Slam title. At 23, she became the first player representing Kazakhstan to win a Grand Slam singles championship.
Victory at the Finals
At the end of 2025, she went undefeated and beat Aryna Sabalenka in the championship match at the WTA Finals, taking home $5.235M – which was reportedly the biggest single prize-money payout in women’s sports history at the time.
The Australian Open
A few months after defeating Sabalenka at the WTA Finals, Rybakina would go on to defeat Sabalenka in the Australian Open Final to capture her second Grand Slam title and a winner's check for ~$2.75M.
The US Open
Despite an Achilles issue that forced her to retire from the Cincinnati Open (a WTA 1000 tournament held right before the US Open), Rybakina persevered and reached the final, once again facing Sabalenka in a high-stakes moment. Rybakina was ultimately victorious, taking home the 2026 trophy – and a check for $5.5M.
An Emerging Rivalry
Sabalenka and Rybakina have increasingly become the defining matchup at the top of women’s tennis. While Sabalenka leads their overall head-to-head count 10-8, Rybakina has now won 5 of their 7 finals. Sabalenka defeated Rybakina in the 2023 Australian Open final, but since then, Rybakina has ousted Sabalenka in the biggest moments.
Why this matters: For women’s tennis, a rivalry between two World No. 1-caliber stars creates the kind of recurring storyline that can drive appointment viewing, media attention, and commercial value well beyond a single tournament.
The Business Side
Before she even won the US Open, Forbes ranked Rybakina as the #10 highest-paid tennis player – male or female – in the world. Forbes estimated her earnings over the previous 12 months at $17.4M, with $11.4M in on-court earnings and $6M off-court. (Reminder: that estimate came before she collected another $5.5M for winning the US Open.)
The Brands Backing Her
To date, Rybakina’s sponsor portfolio has already included brands like Yonex, Red Bull, KAZ Minerals, Bank RBK and more. One partnership has been particularly visible during her biggest moments: Swiss luxury watchmaker Vanguart. After winning both the Australian Open and the US Open this year, Rybakina has lifted the trophies wearing a rose-gold Vanguart Orb with a white rubber strap, a watch valued at roughly$245,000.
The Takeaway
Elena Rybakina represented a big investment opportunity for brands. Rybakina has reached World No. 1, won three majors, captured two Grand Slams in one season, and become one half of a compelling rivalry – without yet monetizing her platform at the level of many of her peers.
What makes Rybakina particularly interesting from an investment perspective is where she makes her money. The majority of her 2026 Forbes-estimated earnings came on the court rather than from sponsorships and other commercial opportunities.
For brands and investors looking for the next major opportunity in women’s tennis, look no further than the new World No. 1, Elena Rybakina.
