US Open Champion Coco Gauff Brings Favorite Pre-Match Meal to Grocery Stores

Reigning US Open champion Coco Gauff is expanding her brand beyond the tennis court, partnering with global food company Barilla to launch her own signature line of pasta. The new Coco Gauff pasta product, inspired by a cherished family recipe, marks the 20-year-old athlete’s latest move into the world of business and consumer goods.

Gauff Expands Off-Court Portfolio with Barilla Partnership

Tennis superstar Coco Gauff is leveraging her on-court success to enter the competitive consumer packaged goods market. In a collaboration with Barilla, the world’s largest pasta producer, Gauff is releasing a new product shape inspired by her unique athletic journey. The pasta is scheduled to become available in grocery stores across the United States this fall, according to a press release from the company. The partnership represents a significant step for Gauff, who joins a growing list of top-tier athletes building business empires alongside their sporting careers. The move aims to connect with fans on a personal level by sharing a product directly tied to her pre-match ritual and family life. Financial terms of the multi-year endorsement and product development deal were not disclosed.

“Pasta has been a constant source of energy and a pre-match meal for me my entire life,” Gauff said in a statement. “Partnering with Barilla to create my own pasta is a dream come true. I hope it brings as much comfort and success to others as it has for me.”

The Story Behind the Coco Gauff Pasta

The new product is more than just a branding exercise; it is rooted in a personal tradition. The inspiration for the Coco Gauff pasta comes from a meal her father, Corey Gauff, has prepared for her before matches since her early days in junior tennis. This personal connection provides an authentic narrative that both Gauff’s team and Barilla believe will resonate with consumers.

The meal consists of pasta with pink sauce, a simple and comforting dish that has become a staple of her performance routine. This backstory is a central element of the product’s marketing campaign, emphasizing family, tradition, and the fuel behind a champion. Authenticity is a key driver in modern sports marketing, and Gauff’s genuine connection to the product is a powerful asset.

“This collaboration is a natural fit, born from Coco’s authentic love for Barilla pasta,” said Melissa Tendick, Vice President of Marketing at Barilla Americas. “We are excited to work with a young and powerful voice like Coco to inspire a new generation to enjoy the food they love.”

A Strategic Play in Athlete Entrepreneurship

Gauff’s venture into the food industry reflects a broader trend of athletes evolving from endorsers to owners and entrepreneurs. Unlike traditional endorsement deals where an athlete is simply a paid spokesperson, this partnership involves Gauff in the product’s identity and story. This model allows athletes to build long-term equity and create revenue streams that will outlast their playing careers.

This “athlete entrepreneur” model has been successfully pioneered by stars like:

• Michael Jordan, whose Jordan Brand with Nike became a multi-billion dollar subsidiary.
• LeBron James, who co-founded the media company SpringHill Entertainment and holds equity in ventures like Blaze Pizza.
• Serena Williams, who launched her own venture capital firm, Serena Ventures, to invest in diverse founders.

Sports business analysts note that these ventures allow athletes to leverage their personal brands in markets beyond sports apparel and equipment. By entering the food space, Gauff taps into a universally relatable market, potentially expanding her appeal to a wider demographic.

“Modern athletes understand that their influence extends far beyond their sport,” said Dr. Anita Elberse, a professor at Harvard Business School who studies the business of entertainment and sports, in a recent publication on the topic. “Building a business or a product line allows them to engage with their audience in a new way and build a more resilient financial future.”

Barilla’s History of Tennis Partnerships

For Barilla, this collaboration is consistent with its long-standing strategy of aligning with top tennis talent. The Italian company has a rich history in the sport, most notably its global partnership with tennis legend Roger Federer, which began in 2017. These partnerships have helped the brand solidify its image as a source of high-quality energy for elite athletes and everyday consumers alike.

By partnering with Gauff, Barilla not only continues its tradition in tennis but also connects with a younger, dynamic, and diverse audience. Gauff, known for her powerful game and outspoken advocacy on social issues, represents the next generation of global sports icons. This collaboration allows Barilla to tap into her growing influence and cultural relevance. The launch is expected to be supported by a comprehensive marketing campaign featuring Gauff across digital, social, and in-store channels. While the initial release is focused on the U.S. market, successful performance could lead to international distribution, further elevating Gauff’s global brand. The product’s success will be closely watched as a test case for other young athletes considering similar entrepreneurial ventures.

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