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Tennis: Naomi Osaka Tops the Women Athlete’s Financial Charts!

Naomi Osaka, the twenty-three-year-old Japanese singles tennis player, with several grand slam singles titles to her credit, including the Australian and US Opens in 2019 and 2020 respectively, is one of the most marketable athletes in the world.

In 2019, she earned around US$16 million in endorsements, which made her the second highest paid female athlete in the world, after fellow tennis player, Serena Williams.

The following year, she became the highest paid female athlete in the world of all time, with earnings of US$37.4 million, including US$34 million in endorsements.

Osaka relinquished her US nationality and opted for Japanese nationality, when she was twenty-two years old, as required by Japanese Law, which does not allow dual nationality, in order to compete for Japan, the country of her birth, in the postponed 2020 Tokyo Olympic Summer Games, which are scheduled to take place later in the year.

She is a brand ambassador for Nissan, the Japanese automobile manufacturer, and for Citizen Watch, the Japanese electronics manufacturer.

She also endorses the products and services of other Japanese companies, including Nissin Foods and All Nippon Airways.

Osaka is also an active supporter of the ‘Black Lives Matter’ movement and, in these Covid-19 Pandemic times, wears masks when she plays with the names of those who have died in police shootings.

Such activism has earned her the title, in 2020, of ‘Sports Illustrated Sportsperson of the Year’.

It will be interesting to see what further success she achieves in her professional tennis career in 2021 and whether she continues to top the women athlete’s financial charts!

Prof Dr Ian Blackshaw may be contacted by e-mail at ‘This email address is being protected from spambots. You need JavaScript enabled to view it.

The Journal

Global Sports Law and Taxation Reports feature: articles; comparative surveys; commentaries on topical sports legal and tax issues and documentation.

The unique feature of Global Sports Law and Taxation Reports is that this Journal combines for the first time up to-date valuable and must-have information on the legal and tax aspects of sport and their interrelationships.

The Editors

The editors of  the Journal Sports Law & Taxation are Professor Ian Blackshaw and Dr Rijkele Betten, with specialist contributions from the world's leading practitioners and academics in the sports law and taxation fields.

The Editors

Managing editor
Dr. Rijkele Betten

Consulting editor
Prof. Dr. Ian S. Blackshaw

Editorial board

Prof. Guglielmo Maisto
Maisto e Associati, Milano

Dr. Dick Molenaar
All Arts Tax Advisors, Rotterdam


Mr. Kevin Offer
Hardwick & Morris LLP, London

Mr. Mario Tenore
Maisto e Associati, Milano


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