Tennis icon Serena Williams is stepping into a new arena—WNBA team ownership. The 23-time Grand Slam champion has joined the ownership group of the Toronto Tempo, the first Canadian WNBA franchise, set to debut in 2026. Led by Larry Tanenbaum, chairman of Kilmer Sports Ventures, the team represents a significant expansion for the league.
A Vision Beyond Basketball
Williams expressed her excitement about her new role, emphasizing that this move is about more than just basketball. “I am thrilled to announce my ownership role in the first Canadian WNBA team, the Toronto Tempo,” she said. “This moment is not just about basketball; it is about showcasing the true value and potential of female athletes.” Williams has long advocated for women’s sports as a powerful investment and sees this as an opportunity to build a lasting legacy.
Williams’ Influence on Team Branding
Beyond ownership, Williams will play a hands-on role in shaping the team’s identity. She will contribute to jersey designs and merchandise collaborations, drawing on her background in fashion and design. Having been a trendsetter both on and off the court, her involvement promises a unique aesthetic for the Tempo.
A Growing WNBA Landscape
The WNBA is expanding rapidly, with the Golden State Valkyries joining in 2025 as the league’s 13th team. In 2026, the Toronto Tempo and an upcoming Portland franchise will push the league to 15 teams, with hopes of reaching 16 by 2028. WNBA Commissioner Cathy Engelbert has emphasized that expansion reflects the surging popularity of women’s basketball.
A Perfect Match for Toronto Tempo
Tanenbaum, the Tempo’s lead investor, praised Williams’ impact beyond sports. “Serena Williams is an icon, a role model, and a force for change in the world,” he said. “She exemplifies the very best of what the Tempo stand for—we couldn’t be more honored to have Serena in our court.”
Williams’ Growing Sports Investments
This is not Williams’ first step into sports ownership. She already holds minority stakes in Angel City FC of the National Women’s Soccer League, Tiger Woods and Rory McIlroy’s TGL, and the Miami Dolphins alongside her sister, Venus Williams. She previously told CNN that owning a WNBA team was a long-standing goal, especially as women’s basketball gains more recognition.
Women’s Sports: A Winning Investment
Williams has built a reputation as a savvy investor. Her firm, Serena Ventures, has backed 66 startups, including 16 unicorns—companies valued at over $1 billion. She has prioritized supporting underrepresented entrepreneurs, with 78% of her investments going to businesses led by women and people of color.
Williams firmly believes in the financial viability of women’s sports. “Women’s sport is exciting, women are exciting to watch,” she said. “I think that even more people watched college women’s basketball than the men. So I think that people are realizing that is exciting to watch.”
A New Chapter for Women’s Basketball
With Williams’ involvement, the Toronto Tempo is poised to make a major impact in the WNBA and beyond. Her leadership, investment acumen, and advocacy for women’s sports will help shape the franchise’s success both on and off the court. As the league continues to expand, the future of women’s basketball looks brighter than ever.