Source: Chad Salvador / Getty
Serena Williams has already earned her stripes as the greatest tennis player of all time, but it might be time to give her props in another area too: sports ownership.
On Monday, March 3, the Toronto Tempo, an upcoming expansion team in the WNBA, announced that Serena Williams would be joining its ownership group. The team is primarily owned by Kilmer Sports Ventures, which is chaired by Larry Tananbaum. It’s scheduled to tip off its first WNBA game in 2026 after building its roster through an expansion draft later this year.
“This moment is not just about basketball; it is about showcasing the true value and potential of female athletes — I have always said that women’s sports are an incredible investment opportunity,” Williams said in a statement, according to ESPN. “I am excited to partner with Larry [Tanenbaum] and all of Canada in creating this new WNBA franchise and legacy.” She also commemorated the occasion with a post on her Instagram account.
According to ESPN, Williams is set to help design the team’s jerseys and create merchandise collaborations.
The Tempo is just the latest venture in sports ownership that Serena Williams has taken on. Since 2009, she’s joined ownership groups for the NFL’s Miami Dolphins, the Angel City FC in the National Women’s Soccer League, and the Los Angeles Golf Club. Williams also founded a venture capital firm called Serena Ventures.
Serena Williams joined the WNBA at the right time — with the explosion of rookies Caitlin Clark and Angel Reese, and the evolving celebrity of players like A’Ja Wilson and Sabrina Ionescu, the league is enjoying some of the fan interest in its nearly 30-year history. The WNBA reported that the 2024 season earned its “most-watched regular season in 24 years, finished with its highest attendance in 22 years and set records for digital consumption and merchandise sales in 2024.” It also attracted an all-time record of $54 million unique viewers.
Williams hasn’t been as visible about her business ventures as she was on the tennis court, but make no mistake – she’s certainly making moves and staying involved in what she loves most, which is competition and investment.
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