Serena Williams’s interest in the WNBA wasn’t new, but that it manifested with her joining the Toronto Tempo adds an extra layer of recognition, crossover appeal and, at some small level, legitimacy to the expansion franchise.
One of the most well-known athletes on Earth, and seen in some circles as the greatest tennis player ever, Williams has joined the Tempo’s ownership group led by Larry Tanenbaum’s Kilmer Sports Ventures.
It is a significant addition to the neophyte franchise that begins play in May 2026, because it adds a truly global name to the marquee.
Williams could have found a way to strike a deal with a bevy of franchises, but she sought a partnership with Tanenbaum, Kilmer and the Tempo.
The 43-year-old retired tennis great has been talking about aligning with the WNBA for months.
“I think women’s sport is having a moment that it should have always had,” Williams said in an interview with CNN almost a year ago. “I feel like tennis has had its moment. It’s international, and it’s huge, and it’s always gonna be there.
“Now it’s time to lift up other sports — women’s soccer, women’s basketball. There’s so many other sports that women do so great, let’s put it on that platform. Women’s basketball is getting there, and it’s arrived.”
Williams also has ownership stakes in the National Women’s Soccer League’s Angel City FC, the National Football League’s Miami Dolphins and the fledgling TGL golf league’s Los Angeles Golf Club.
According to WNBA sources, Williams had been talking with league officials for months, trying to find a fit and a role. There were introductions done by the league to put the Tempo and Williams together. Monday’s announcement was the culmination of that effort.
There is no indication of how much of a stake Williams might have. Her investment has to be approved by the board of governors, surely a rubber stamp for a league and a team that can only benefit from being in business with Williams.
For the Tempo, it’s a chance to be associated with one of the great athletes of this era. It’s hard to see her in a day-to-day role, but as a face of the organization, a spokeswoman — how could it do anything but help.
“Serena Williams is an icon, a role model and a force for change in the world,” Tanenbaum said in a statement. “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.”
Williams will have “an active role in future jersey designs and will help forge unique merchandise collaborations with the team,” the Tempo said.
More important, a strong, globally recognized female athlete will be aligned with the Tempo.
“She’s the greatest athlete of all time, and her impact on this team and this country is going to be incredible,” Tempo president Teresa Resch said in a statement. “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. We’re thrilled to be marking the lead-up to International Women’s Day (on Saturday) with this announcement.”
Williams won 73 titles, including 23 major championships, on the WTA Tour.
“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. “I am excited to partner with Larry and all of Canada in creating this new WNBA franchise and legacy.”
Asked why the Tempo, she responded: “Canada has always been a special place for me. I played my first professional tennis game in Quebec City. And I love Toronto — the culture, the food, the people. I won my first Rogers Cup here when I was 19.”
