Coco Gauff partners with Religion of Sports for new media
Tennis champion ventures beyond court to reshape athlete narratives with powerhouse production company
The tennis world’s brightest young star is stepping into uncharted territory. Coco Gauff, the 21-year-old Grand Slam champion, unveiled a groundbreaking media partnership that positions her at the forefront of sports storytelling innovation.
Through her multimedia venture IROC, Gauff has aligned with Religion of Sports, the powerhouse production company co-founded by NFL legend Tom Brady and television personality Michael Strahan. The collaboration, announced this past Sunday, signals a transformative moment in how athletes control their own narratives.
Gauff’s Vision Meets Industry Expertise
Religion of Sports has established itself as the premier destination for athlete-centered content creation. The company’s portfolio includes the critically acclaimed Tom vs Time series on Facebook Watch, Apple TV+’s anthology Greatness Code, and Netflix’s documentary series Simone Biles Rising. These productions have redefined sports documentaries by focusing on the human elements behind athletic achievement.
The partnership emerges at a crucial juncture in sports media, where traditional broadcasting models are giving way to athlete-driven content creation. Gauff’s decision to collaborate with Religion of Sports reflects a broader industry shift toward authentic storytelling that transcends game highlights and statistics.
Breaking Barriers in Sports Media
The collaboration will produce an expansive range of content spanning scripted series, documentary projects, brand integrations and long-form narratives. This comprehensive approach allows Gauff to explore storytelling formats that traditional sports media often overlooks.
Gauff has consistently emphasized her commitment to amplifying underrepresented voices throughout her career. Her media company IROC was established with the specific mission of creating opportunities for diverse storytellers within the sports entertainment landscape. This partnership amplifies that vision by providing access to Religion of Sports’ extensive production resources and industry relationships.
The tennis champion’s approach to media creation reflects her generation’s understanding of platform building and authentic engagement. Rather than simply endorsing products or appearing in traditional advertisements, Gauff is positioning herself as a creative force capable of developing original content that resonates with audiences across demographics.
Creative Powerhouse Formation
The collaboration brings together Gauff’s IROC team with Religion of Sports’ seasoned creative executives Victor Buhler, Chelsea Marotta and Jonathan Schaerf. This combined expertise creates a formidable production unit capable of developing content that meets both artistic and commercial objectives.
Ameeth Sankaran, who serves as Religion of Sports’ chief executive, has praised Gauff’s vision for transcending traditional athlete representation. The partnership represents Religion of Sports’ continued expansion into athlete-driven content creation, following successful collaborations with numerous sports personalities.
The creative team’s first project will focus on developing a commercial campaign for Naked Juice, leveraging Gauff’s existing brand ambassador relationship. This initial collaboration serves as a testing ground for the partnership’s creative chemistry and production capabilities.
Beyond Traditional Sponsorship
This venture distinguishes itself from conventional athlete sponsorship deals by positioning Gauff as a creative partner rather than merely a spokesperson. The collaboration allows her to influence narrative direction, production decisions and creative execution across all projects.
The partnership also addresses a growing demand for diverse perspectives in sports media. Gauff’s unique position as a young African American woman in tennis provides valuable insights that can inform content creation across multiple sports and demographics.
Industry observers note that this collaboration could establish a new template for athlete media ventures. By combining Gauff’s authentic voice with Religion of Sports’ production expertise, the partnership creates a model that other athletes may seek to replicate.
Future Impact on Sports Storytelling
The implications extend beyond Gauff’s personal brand development. This partnership could influence how sports organizations, media companies and individual athletes approach content creation in an increasingly crowded entertainment landscape.
Gauff‘s entry into media production also reflects her understanding that athletic careers, regardless of success level, have finite lifespans. By establishing herself as a media creator during her competitive prime, she’s building sustainable career foundations that extend beyond tennis.
The collaboration arrives as streaming platforms continue seeking original sports content that attracts diverse audiences. Gauff’s involvement provides Religion of Sports with access to younger demographics who follow her tennis career and social media presence.
As sports media continues evolving, partnerships like this one between Gauff and Religion of Sports may become increasingly common. Athletes are recognizing the value of controlling their own narratives while building sustainable business ventures that complement their competitive careers.
