In a significant move for women’s athletics, tennis icon Serena Williams has announced her investment in the newly established Toronto Tempo, the first Women’s National Basketball Association (WNBA) expansion team in Canada. As the franchise gears up for its inaugural season in 2026, Williams’ involvement is seen not only as a financial commitment but also a passionate endorsement of women’s sports as a burgeoning market. With her unparalleled experience in competitive sports, Williams brings a wealth of knowledge and influence, which could pave the way for broader acceptance and visibility of women’s athletics.
The establishment of the Toronto Tempo marks a noteworthy moment in sports history, as it represents both the globalization of women’s professional basketball and the growing interest in professional women’s leagues across North America. By joining forces with Larry Tanenbaum, a key figure in sports investment, Williams is stepping into a role that amplifies her commitment to advancing women’s sports. This venture reflects a collective vision to cultivate a robust sports culture in Canada that champions female athletes, providing them with a platform to excel and inspire.
Serena Williams: More Than Just a Tennis Star
Serena Williams’ transition from a celebrated tennis player to a prominent investor and advocate for women’s sports underscores her multifaceted talents. With 23 Grand Slam singles titles under her belt, Williams has not only dominated the tennis world but has also become a symbol of empowerment for women in sports. Commenting on her new role, Williams expressed her enthusiasm, highlighting her belief in the significant investment potential that women’s sports present. Her commitment goes beyond financial input; she will also influence the team’s branding, including design elements for jerseys and merchandise, ensuring that her personal style and vision are integrated into the in-stadium experience.
Teresa Resch, the president of the Tempo Basketball Club, lauded Williams as “the greatest athlete of all time,” reinforcing the profound impact her involvement is expected to have on both the team and the broader sports community in Canada. While the pending approval from the WNBA holds the final say on the deal, the anticipation surrounding the Tempo is palpable. Serena’s participation is ushering in a new era for the WNBA and serves as a focal point for growing fan engagement and support for women’s sports overall.
Beyond her immediate financial contributions, Williams’ dedication to the Tempo could inspire a new generation of female athletes and investors, showing young girls that they can aspire to both succeed in sports and take on leadership roles within the industry. Her existing stake in other professional sports teams like Angel City FC and the Miami Dolphins highlights a commitment to building a legacy that champions female representation across all sports. As this new chapter unfolds, it will be fascinating to observe how Williams’ vision transforms the landscape of women’s sports, marking a pivotal moment in promoting equality and opportunity in athletics.