Toronto, ON – In a landmark move that underscores the burgeoning power of women’s sports, tennis icon Serena Williams has joined the ownership group of the Toronto Tempo, the city’s highly anticipated WNBA expansion franchise. This announcement, made alongside prominent businessman Larry Tanenbaum, signals a significant investment in the future of women’s basketball and women’s sports in Canada.
The Toronto Tempo, set to begin play in the 2026 WNBA season, has instantly gained a powerful advocate in Williams, a 23-time Grand Slam singles champion. Her involvement extends beyond mere investment; it represents a commitment to elevating the visibility and value of female athletes.
“This moment is not just about basketball; it is about showcasing the true value and potential of female athletes,” Williams stated. “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.”
Larry Tanenbaum, through Kilmer Sports Ventures, is leading the ownership group, and his enthusiasm for Williams’ participation was palpable. “Serena is an icon, a role model, and a force for change in the world,” Tanenbaum said. “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 stand for – we couldn’t be more honored to have Serena in our court.”
Williams’ involvement is expected to be multifaceted. According to the team, she will play a role in “bringing the Tempo to life visually,” contributing to jersey design and merchandise concepts, which will bring her unique style and branding to the team. Also her presence alone brings a level of attention that most new sports franchises could only dream of.
This move further solidifies Williams’ growing portfolio of sports investments, which already includes stakes in the Miami Dolphins and Angel City FC of the National Women’s Soccer League. Her dedication to supporting women’s sports aligns with the WNBA’s own surge in popularity and recognition.
The addition of the Toronto Tempo, alongside the Golden State Valkyries, marks a significant expansion for the WNBA, bringing the league’s total to 15 teams. This growth reflects the increasing demand for women’s professional sports and the growing recognition of their commercial potential.
“Serena is a champion,” said Tempo team president Teresa Resch. “She’s the greatest athlete of all time, and her impact on this team and this country is going to be incredible. She’s set the bar for women in sport, business and the world—and her commitment to using that success to create opportunities for other women is inspiring.”
The announcement has generated considerable excitement among basketball fans and advocates for women’s sports. Williams’ presence is expected to attract a broader audience to the WNBA and inspire a new generation of female athletes.
In a Q&A posted on the Tempo’s Instagram account, she added: “I love sports, and I’m so grateful for everything I gained from competing on the court, day in and day out. I’m thrilled to be able to play a role in creating those opportunities for more women.”
This move is a testament to the rising tide of women’s sports, and Serena Williams’ involvement with the Toronto Tempo is poised to be a game-changer.
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