Which Popular Athletes, Including Serena Williams, Have Invested In The WNBA?Angel Reese and Caitlin Clark (Photo by Kamil Krzaczynski/Imagn Images)
Serena Williams has become part of the ownership team for the Toronto Tempo, the WNBA’s first franchise in Canada, as revealed by the team on Monday.

She is teaming up with Larry Tanenbaum, the chairman of Kilmer Sports Ventures, to support the Tempo, which is set to make its league debut in 2026.

Serena Williams pumping a fistSerena Williams (Photo by Matthew Stockman/Getty Images)
On Monday, the WNBA and NWSL gained notable new investors as Serena Williams and Sabrina Ionescu revealed their commitments to the nation’s top professional women’s sports leagues.

Williams, a 23-time Grand Slam champion, is acquiring a share in the Toronto Tempo. As part of her involvement, she will have a say in shaping the 2026 expansion team’s branding, including jersey designs, merchandise partnerships, and other visual aspects.

More retired and active athletes are stepping into the business side of women’s sports. Magic Johnson, driven by his passion for basketball, played a key role in keeping the Los Angeles Sparks afloat, making him an early adopter of what has now become a rising trend in the WNBA.

A decade after taking majority ownership, the team’s value has grown, inspiring other former pros to invest in the league. With a major TV deal on the horizon and heightened interest surrounding rookies like Caitlin Clark and Angel Reese, the WNBA is shaping up as a promising long-term investment.

In the past, investing in the WNBA wasn’t seen as a strong financial move. The motivation came from a passion for the game, a love for women’s basketball, and the opportunity to own a well-known team like the Los Angeles Sparks. However, that perception has shifted. Now, the league presents a valuable investment that is only expected to grow.

Dwayne Wade & Tom Brady Among Athletes Stepping Into WNBA Ownership

Dwayne Wade (Photo by Jason Mendez/Getty Images for Netflix)
More professional athletes are stepping into WNBA ownership. Dwyane Wade became a partial owner of the Chicago Sky last year, while Tom Brady invested in the Las Vegas Aces. Alex Rodriguez has also joined as a limited partner with the Minnesota Lynx.

Former WNBA stars are getting involved as well. Sue Bird is now part of the Seattle Storm’s ownership group. Apart from her, Renee Montgomery holds a stake in the Atlanta Dream.

The league’s value is rising. Sportico recently estimated four teams to be worth over $100 million. Ownership groups for expansion teams in Golden State and Toronto, set to debut in 2025 and 2026, invested over $100 million, covering record expansion fees, upgraded player experiences, top-tier facilities, and operational costs. In contrast, Atlanta’s 2008 expansion group paid just $10 million, excluding those additional expenses.

Despite the WNBA’s growth, it still receives financial support from the NBA. Experts believe a new TV deal could further boost team valuations, making ownership an even more attractive opportunity.

Many athletes see investing in women’s sports as more than just a financial move. While they aren’t always putting in large sums, their involvement builds social credibility and influence. With the league’s trajectory looking strong, more former players are already considering joining WNBA ownership ranks.