Star Athletes Buy Into Women’s Sports
Written by Oluwaseun Oyediji
Serena Williams has bought into the Women’s National Basketball Association (WNBA’s) Toronto Tempo.
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The WNBA and National Women’s Soccer League (NWSL) welcomed some new high-profile owners this week, as a pair of superstar athletes announced they were investing in the future of the country’s leading pro women’s leagues.
Tennis icon Serena Williams has purchased a stake in the 2026 WNBA expansion team Toronto Tempo, with the 23-time Grand Slam winner set to weigh in on the Canadian upstart’s visual elements like jersey designs, merch deals, and more.
2024 WNBA champion and Bay Area native Sabrina Ionescu also padded her portfolio, buying into 2024 NWSL addition Bay FC, where she’ll serve as an official commercial advisor.
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Athletes both current and retired are increasingly getting involved in the business side of women’s sports, from United States Women’s National Team (USWNT) alums Julie Foudy, Mia Hamm, and Abby Wambach backing Angel City and Sue Bird buying into both Gotham FC and the Seattle Storm to Caitlin Clark throwing her support behind Cincinnati’s recent NWSL expansion bid.
“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,” Williams said in a statement.
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“I whole-heartedly understand how important investment really is and obviously you can talk about it and be about it, but you really have to want to be committed to it and invest to be able to see what you believe in come to light,” echoed Ionescu in an interview with ESPN.
Players having pathways towards ownership opportunities not only keeps legendary names in the game, it also proves that women’s sports is and continues to be a booming business.
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