Serena Williams, the legendary tennis champion with 23 Grand Slam titles, has officially stepped away from the courts to embrace a new challenge: ownership of the Toronto Tempo, the first Canadian franchise of the Women’s National Basketball Association (WNBA). This significant announcement was made on March 3, 2025, marking Williams' venture beyond tennis and her continued commitment to enhancing women's sports.
The Toronto Tempo is expected to begin play in 2026, creating excitement among Canadian basketball fans and marking a historical moment for women's athletics. Williams joins the ownership group led by Larry Tanenbaum, Chairman of Kilmer Sports Ventures. Expressing her enthusiasm, Williams stated, “This moment is not just about basketball; it is about showcasing the true value and potential of female athletes — I have always said women's sports are an incredible investment opportunity.”
Williams' investment reflects not only her interest but also her belief in the growing prominence of women's sports. She aims to work closely on the team's branding, which includes contributions to jersey designs and merchandise collaborations. According to the team’s president, Teresa Resch, Williams is viewed as more than just a sports icon; “She’s the greatest athlete of all time, and her impact on this team and this country is going to be incredible.”
The establishment of the Tempo as the 14th WNBA franchise adds to the league's expansion, which highlights the increasing interest and investment opportunities within women’s sports. Upon the official announcement, Tanenbaum remarked, “She’s earned every bit of her incredible success with hard work, tenacity, and determination... We couldn’t be more honored to have Serena in our court.”
Games for the Toronto Tempo will be held at the Coca-Cola Coliseum, conveniently located about two miles from the Scotiabank Arena, where the NBA’s Toronto Raptors play. The franchise intends to engage fans nationwide, with plans to host regular-season games not just within Toronto but also in cities like Montreal and Vancouver.
Williams' decision to invest in the Tempo follows her footsteps as she continues to grow her influence and investments across various sports. She is already involved as a minority owner of the NWSL’s Angel City FC and the Miami Dolphins, showcasing her commitment to amplifying women's participation and highlighting the value of female athletes on larger platforms.
Having announced her retirement from tennis in 2022, Williams has paved the way for her post-sport career filled with significant endeavors. She has established her own venture capital firm, Serena Ventures, which has invested heavily in startups, particularly those founded by women and people of color, stressing the importance of representation and empowerment. Approximately 78% of the startups supported by Serena Ventures have been initiated by women and minorities, which highlights her dedication to creating opportunities for underrepresented entrepreneurs.
Addressing the momentum surrounding women’s sports, Williams remarked, “I feel like tennis has had its moment... it’s time to lift up other sports.” Her perspectives showcase her anticipation for change and growth within the WNBA, especially with the increasing reach and visibility of women's sports.
With the addition of the Toronto Tempo, Williams reinforces her legacy and influence. It symbolizes her belief not just as an investor, but as someone deeply invested in the future of women's athletics. The upcoming 2026 season aims to capitalize on this momentum, offering Canadian basketball enthusiasts their first real taste of top-tier women’s professional basketball.
“The moment’s been happening; we just needed the right catalyst and the right people,” she explained, alluding to the historical and transformative opportunity represented by the Toronto Tempo. Williams hopes this new venture will uplift women’s sports and inspire upcoming generations to recognize and participate fully.
Serena Williams' ownership of the Toronto Tempo is more than just business; it's about setting the stage for women athletes to shine. The potential there is unmistakable, and as the team gears up to hit the courts, all eyes will be watching how Williams transforms the narrative around women’s professional sports.
With the winding road also includes her various investments across other sports franchises, Williams stands as proof of the synergetic relationship between sports and business—a legacy she continues to build with each new venture.