Tennis legend Serena Williams is stepping into a new arena—quite literally—by acquiring an ownership stake in the Toronto Tempo, the first expansion team of the Women’s National Basketball Association (WNBA) in Canada. Announced on Monday, this venture signifies not just a personal investment for Williams but also a broader commitment to elevating women’s sports. The news resonates with the growing movement towards greater representation and investment in women’s athletics, a sector often overshadowed by its male counterparts.
The Tempo is set to commence its inaugural season in 2026, with the backing of notable figures like Larry Tanenbaum, chairman of Kilmer Sports Ventures. Williams, who expressed excitement about joining Tanenbaum and the Canadian community, highlighted her belief in women’s sports as an exceptional investment opportunity. This sentiment underscores the potential financial viability of women’s athletics, which continues to gain traction and visibility.
Serena Williams’ foray into team ownership isn’t just as a financial investor; she plans to play an integral role in shaping the team’s identity. From designing jerseys to collaborating on merchandise, her input could significantly influence how the Tempo presents itself to fans and the broader market. This hands-on approach reflects Williams’ understanding of brand building—an essential element in sports marketing today. Furthermore, her involvement illustrates how athletes can leverage their prominence to contribute directly to team culture and community engagement.
Teresa Resch, the president of the Tempo Basketball Club, praised Williams as a transformative figure, asserting that her presence will not only benefit the team but also have a far-reaching impact on women’s sports in Canada. The partnership aims to create a legacy that extends beyond the court, encouraging young girls to see sports as a viable career path and inspiring them to pursue their athletic dreams.
Williams’ investment comes in the wake of her retirement from professional tennis in August 2022, where she completed an illustrious career as one of the sport’s all-time greats with 23 Grand Slam singles titles. Since stepping back, she has broadened her portfolio, becoming a minority owner in several franchises, including NWSL’s Angel City FC and the NFL’s Miami Dolphins. These strategic investments position Williams not just as a sports icon, but also as a role model who is actively reshaping the landscape of women’s professional sports.
The deal is still pending approval from the WNBA, but if successful, it could set a precedent for how female athletes engage in sports ownership. Williams’ commitment to fostering women’s sports—both through financial investment and her personal brand—will likely encourage more athletes to pursue similar avenues, thereby enhancing the economic foundation of women’s sports leagues.
Serena Williams’ stake in the Toronto Tempo is more than an investment; it embodies the promise of women’s sports and the transformational power that comes with it. As this new chapter unfolds, it holds the potential to inspire both current and future generations of female athletes.