Legends Return, New Stars Rise, and Women’s Tennis Takes Center Stage

 

During the 2026 US Open, we’ve had the privilege of watching some of the biggest names in women’s tennis history compete on one of the world’s biggest stages.

This year’s draw has brought together legendary icons like Serena and Venus Williams, established global stars like Coco Gauff, Naomi Osaka, and Aryna Sabalenka, and a new generation of talent led by Alex Eala.

What makes this moment particularly meaningful is the confluence of multigenerational talent. The tournament isn’t over yet, but it already feels like a moment for women’s tennis unlike almost any we’ve seen before. 

 

The Serena & Venus Effect Continues

At the center of the tournament was the return of Serena (age 44) and Venus (age 46) to the US Open. Nearly three decades after Venus made her tournament debut in 1997, the sisters reunited to play women’s doubles in primetime in front of millions of viewers and a packed crowd of 24,000 fans inside Arthur Ashe Stadium. The unprecedented return gave fans another opportunity to watch two athletes who transformed tennis compete together.

Together, Serena and Venus have won 14 Grand Slam doubles titles together, and 12 singles titles between them. However, the Williams sisters' impact extends far beyond their trophies. The Williams sisters transformed who could see themselves in tennis, expanded the sport’s cultural relevance, and proved that women athletes could become some of the most commercially powerful – and highest-earning – athletes in the world. This year, Serena Williams topped the list of the highest-paid women’s tennis players, with $40.1M total earnings. 

Their return to the US Open double tournament wasn’t merely nostalgic; it reminded everyone how profoundly they changed the sport, and how much of today’s success in women’s tennis was built on the foundation they helped create.

The Stars of Today

Now, we’re watching the stars of today carry that legacy forward.

Coco Gauff, the 2023 US Open champion – and, notably, one of the most marketable athletes in the world – advanced to this year’s quarterfinals without dropping a single set. Aryna Sabalenka arrived in New York pursuing her third consecutive US Open title, while two-time US Open champion Naomi Osaka made waves with both her tennis and her fashion. Amanda Anisimova also returned to the spotlight following her run to the 2025 final.

The commercial power of today’s women’s field is undeniable. Beyond Serena Williams, five additional women competing at this year’s US Open ranked among the world’s 10 highest-paid tennis players in 2026:

• Aryna Sabalenka: $36.1 million
  $13.1 million on-court | $23 million off-court
  
  

• Coco Gauff: $35.5 million
  $7.5 million on-court | $28 million off-court
  
  

• Qinwen Zheng: $22.6 million
  $600,000 on-court | $22 million off-court
  
  

• Iga Świątek: $20.5 million
  $5.5 million on-court | $15 million off-court
  
  

• Elena Rybakina: $17.4 million
  $11.4 million on-court | $6 million off-court

Their earnings, particularly the millions generated away from competition, illustrate the value these athletes create beyond the court. Today’s women’s tennis stars aren’t simply winning matches; they are attracting audiences, building global brands, and demonstrating why investing in women athletes is good business.

A New Wave of Superstars 

While Emma Navarro and Iva Jovic are part of an exciting wave of emerging American talent, perhaps the most compelling breakout story of this US Open belongs to 21-year-old Alex Eala.

Eala is the first Filipina to win a junior Grand Slam singles title, a Grand Slam main-draw match and a WTA singles title. At this year’s US Open, she advanced to the third round backed by a passionate Filipino fanbase who made every single one of her matches feel like a home event. Eala is activating a massive global community and introducing new fans to women’s tennis everywhere she competes.

What’s important to note about Eala is that she isn’t simply building a (massive) following; she is creating an entry point into the sport for a country of more than 110 million people. Her rise demonstrates how one athlete can expand a sport’s geographic reach, unlock new commercial opportunities, and inspire an entirely new generation to see tennis as a place where they belong.

Different generations. Different stories. Different paths.

Watching the women who transformed tennis, the stars defining it today, and the young athletes expanding its future all compete on the same stage is beyond special.

Legends returned, established stars shined, and new talent emerged.

This year, women are the main draw at the US Open.

 

MEET CAROLINE FITZGERALD