Women’s tennis legend Serena Williams has expanded her sports team portfolio after joining the ownership group of the upcoming women’s WNBA basketball team Toronto Tempo.
Williams joins the team's ownership group, alongside majority owner Kilmer Sports Ventures which is led by Larry Tanenbaum. Tanenbaum also chairs Maple Leaf Sports & Entertainment, which owns the city’s NBA men’s basketball, NHL ice hockey, and MLS soccer teams.
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As part of her ownership stake, she will play an active role in future jersey designs and creating merchandise collaborations with the team.
Williams has said: “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.
“I am excited to partner with Larry and all of Canada in creating this new WNBA franchise and legacy.”
Canada’s Toronto Tempo is one of two expansion franchises set to join North America’s top-tier WNBA in 2026 to bring the league’s total to 15 teams, along with the Golden State Valkyries based in San Francisco’s Bay Area.
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By GlobalDataThe Tempo will be the first WNBA team located outside of the US and will compete in the league as a member of the Eastern Conference. Toronto’s Coca-Cola Coliseum will serve as the team's home base, but the team will also play in multiple cities across Canada.
Tanenbaum said: “Serena Williams is an icon, a role model, and a force for change in the world.
“She's earned every bit of her incredible success with hard work, tenacity, and determination in the face of countless challenges. She exemplifies the very best of what the Tempo stands for – we couldn't be more honored to have Serena in our court.”
The move adds to Williams’ portfolio of sports team investments, having secured a stake in the NFL’s Miami Dolphins, NWSL’s Angel City FC, and the TGL’s Los Angeles Golf Club, the golf league launched by PGA stars Tiger Woods and Rory McIlroy.
Williams also joins a list of former professional athletes that have recently joined WNBA ownership groups, including basketball stars Magic Johnson (LA Sparks), Dwayne Wade (Chicago Sky), and Renee Montgomery (Atlanta Dream), as well as American football legend Tom Brady (Las Vegas Aces).
Tempo, meanwhile, has started to build its commercial partnerships, starting with securing beauty brand Sephora up as a founding partner in January.
Under that deal, Sephora’s logo will be present on the team’s jerseys, while there will also be campaigns such as "community programming, retail activations, social media integrations, and in-arena programming."
