The world No. 1 and three-time Grand Slam champion lags behind her contemporaries in endorsements despite standing atop her sport.

Madison Keys stunned Aryna Sabalenka in the Australian Open women’s final to win her long-awaited first grand slam title while denying the World No 1 a historic ‘three-peat’. Keys halted Sabalenka’s winning run in Melbourne and triumphed in the battle of two big-hitters, winning 6-3 2-6 7-5 in a thrilling deciding set on the Rod Laver Arena.

American Madison Keys dethroned Aryna Sabalenka to become the oldest first-time winner of the women’s singles title at the Australian Open.

Keys, ranked 14th and seeded 19th, prevented Sabalenka from earning what would have been her third women's trophy in a row at the Australian Open — something last accomplished by Martina Hingis from 1997-99 — and her fourth major title overall.

Madison Keys of the U.S. celebrates after defeating Iga Swiatek of Poland in their semifinal match at the Australian Open tennis championship in Melbourne, Australia, early Friday, Jan. 24, 2025. (AP Photo/Vincent Thian) AP

American Madison Keys upset top-ranked Aryna Sabalenka 6-3, 2-6, 7-5 to win the 2025 Australian Open. This win gives Keys her first ever Grand Slam title at the age of 29.

The Madison Keys who will play two-time defending champion Aryna Sabalenka for the title at the Australian Open on Saturday night is not the same Madison Keys who was the runner-up at the U.S.

Madison Keys wrote three short words on the camera lens after her victory against Iga Świątek at the Australian Open: “Oh my god.”

Madison Keys won her first Grand Slam and Jannik Sinner defended his Australian Open title. What does this mean for the rest of the year? We take a look.

Be brave. Go for it. Those were the mantras Madison Keys turned to as she confronted the most significant points of her tennis career, trapped in the cauldron of a third set that was tied at 5-all, 30-all in the Australian Open final against two-time defending champion Aryna Sabalenka on Saturday.

Australian Open women's champion Madison Keys returned to her career-best ranking on Monday and joins three other American women in the WTA top 10, while men's champion Jannik Sinner maintained his significant lead atop the ATP list.