Tennis champion teams up with celebrity-founded creative agency to develop scripted and unscripted content through her media company IROC.
Coco Gauff has entered a groundbreaking partnership with Religion of Sports, the creative agency founded by sports legends Tom Brady and Michael Strahan. The collaboration connects ROS with Gauff’s own media company, IROC, to create compelling content about athlete experiences. This deal marks Gauff’s expansion beyond tennis into the entertainment and media industry.
The partnership will produce diverse content spanning scripted and unscripted formats, brand campaigns, and long-form series. IROC operates as a subsidiary of Coco Gauff Enterprises, positioning the tennis star for multimedia success. Together, the companies aim to transform how athlete stories reach global audiences.
Tennis Star’s Media Company IROC Partners with Celebrity-Founded Creative Agency
Religion of Sports brings extensive experience in athlete storytelling to this new collaboration. The agency has produced successful projects including “Tom vs Time” on Facebook Watch and “Greatness Code” on Apple TV+. Their recent Netflix series “Simone Biles Rising” demonstrates their ability to create compelling sports narratives.
Gauff will work directly with ROS creative executives Victor Buhler, Chelsea Marotta, and Jonathan Schaerf. These industry professionals have established track records in developing sports-related content for major platforms. Their expertise will help IROC expand its creative capabilities and reach new audiences.
The partnership leverages both companies’ strengths in storytelling and brand development. ROS provides established industry connections and production experience. Meanwhile, IROC brings Gauff’s authentic athlete perspective and growing influence in sports culture.
Gauff Emphasizes Mission to Amplify Underrepresented Voices in Sports Media
The tennis champion expressed enthusiasm about the partnership’s potential to elevate diverse athlete stories. She views storytelling as a way to connect with people beyond her competitive achievements. This approach aligns with her broader mission of representing underrepresented communities in sports.
“Storytelling has always been my way of connecting — sharing who I am beyond wins and losses,” Gauff stated. “With IROC, my family and I set out to amplify underrepresented voices and merge my passion for storytelling with brand partnerships.”
Furthermore, Gauff believes the collaboration will help IROC achieve bigger creative goals. She recognizes ROS’s proven ability to bring athlete stories to life across multiple platforms. This partnership provides IROC with resources to create more impactful and far-reaching content.
Religion of Sports CEO Praises Gauff’s Vision for Next-Generation Storytelling
Ameeth Sankaran, CEO of Religion of Sports, expressed excitement about working with Gauff and IROC. He praised the tennis star’s embodiment of greatness, purpose, and humanity in sports. Sankaran views this partnership as an opportunity to build something truly generational in sports media.
“At Religion of Sports, we believe the most powerful stories come from those who live at the intersection of greatness, purpose, and humanity, and Coco Gauff embodies that entirely,” Sankaran explained. The CEO emphasized how the collaboration reflects a new era of athlete-driven storytelling.
Additionally, Sankaran highlighted the partnership’s potential to create lasting impact in sports media. He believes Gauff’s vision and voice will help develop content that resonates with diverse audiences. This approach aligns with ROS’s mission to tell authentic stories about athletic excellence.
First Project Showcases Creative Talents Through Naked Juice Commercial Campaign
The partnership’s inaugural project involves creating a commercial for Naked Juice, where Gauff serves as brand ambassador. This collaboration allows her to demonstrate creative talents beyond her existing promotional relationship. The commercial represents the first tangible result of the IROC-ROS partnership.
This initial project establishes a template for future brand campaigns and creative collaborations. Gauff’s involvement in the creative process adds authenticity to brand partnerships. Her input ensures that promotional content aligns with her personal values and messaging.
The Naked Juice campaign also demonstrates how the partnership can enhance existing brand relationships. Gauff’s creative involvement transforms traditional endorsement deals into more meaningful storytelling opportunities. This approach may influence how other athletes structure their brand partnerships.
Partnership Positions Gauff for Multimedia Success Beyond Professional Tennis Career
This collaboration represents Gauff’s strategic expansion into entertainment and media industries. The partnership provides her with professional infrastructure to develop long-term creative projects. IROC’s connection with ROS opens doors to major streaming platforms and production opportunities.
The deal also positions Gauff to influence sports media representation for future generations. Her focus on underrepresented voices addresses gaps in traditional sports storytelling. This mission-driven approach differentiates her media company from other athlete-owned ventures.
Moreover, the partnership demonstrates how modern athletes can build multimedia empires while maintaining competitive careers. Gauff’s strategic approach to business development creates multiple revenue streams and cultural impact opportunities. Her success may inspire other young athletes to pursue similar multimedia ventures.
