Developing story: Some details below haven't been independently confirmed. We'll update as new reporting comes in.

Serena Williams: Serena Ventures and Her Business Empire

In 1998, Serena Williams signed a $13 million endorsement deal with Puma.[1]

1998

Williams, then 17, entered her first major brand partnership.[1] The Puma agreement marked her step into business beyond the tennis court.[1] She committed to wear the brand's apparel during matches and appearances.[1] This deal set the path for future endorsements as her career advanced.[1]

2004

Williams secured an eight-year partnership with Nike worth $55 million.[1] The agreement covered clothing, shoes, and equipment for her tournaments.[1] Nike positioned her as a central figure in their athlete roster.[1] She wore the brand's designs through multiple Grand Slam victories.[1] This contract extended her reach into global marketing campaigns.[1]

2009

Williams acquired a minority stake in the Miami Dolphins.[1] Her investment placed her among the team's owners.[1] This move introduced her to sports team ownership.[1] She joined a group that included other investors from entertainment and business.[1] The stake came as the NFL team sought to expand its ownership base.[1]

2018

Williams launched S by Serena, a sustainable clothing brand.[3] The line featured activewear made from recycled materials.[3] She designed pieces for everyday use and workouts.[3] The brand debuted through online sales and select retailers.[3] Williams promoted it during public appearances and on social media.[3]

2022

Serena Ventures raised $111 million for its first fund.[2][3] The venture capital firm, founded by Williams, targeted early-stage companies.[2][3] It focused on founders from underrepresented groups.[1][3] A significant share of its portfolio featured women-led businesses.[1][3] Williams served as the firm's managing partner.[2][3] The fund committed capital to startups in tech, consumer goods, and health.[2][3]

Williams retired from professional tennis that year.[1] She shifted focus to business pursuits after her final match.[1] Her retirement opened time for deeper involvement in investments.[1]

She invested in Angel City FC, a women's professional soccer team.[1] The stake added to her sports ownership holdings.[1] Angel City competed in the National Women's Soccer League.[1] Williams joined other celebrity investors in the franchise.[1] Her role included support for the team's growth and visibility.[1]

Williams and her husband, Alexis Ohanian, became owners in the Los Angeles Golf Club.[2] The team prepared for the TGL league alongside Tiger Woods.[2] TGL planned tech-enhanced golf matches for broadcast.[2] Their ownership stake positioned them in the league's founding group.[2]

Williams released her first children's book.[2] The title drew from her experiences as a mother and athlete.[2] It aimed at young readers with themes of perseverance.[2] The book appeared in stores and online platforms.[2] She discussed its creation in interviews.[2]

2023

Williams started 926 Productions, a multimedia company.[2] The firm handled film, television, and digital content.[2] It produced projects centered on diverse stories.[2] Williams oversaw development from her Los Angeles base.[2] The company sought partnerships with streaming services.[2]

Serena Ventures continued to back startups.[1][2] The firm reached investments in over 85 companies.[1][2] Fourteen of those became unicorns, valued at $1 billion or more.[1][2] Its portfolio emphasized underrepresented founders.[1][3] Women led a large portion of the backed businesses.[1][3] Williams scouted opportunities through networks built over years.[2][3]

2024

Williams entered a licensing deal with Win Beauty cosmetics.[2] The agreement brought her name to beauty products.[2] Win Beauty offered clean, inclusive formulations.[2] She influenced shades and packaging for diverse skin tones.[2] The line launched in stores and online.[2] Williams appeared in promotional materials.[2]

Serena Ventures expanded its commitments.[1][2] The firm supported companies in emerging sectors.[2][3] Its diversity focus shaped investment decisions.[1][3] Williams attended pitch events and board meetings.[2] The portfolio grew with follow-on funding rounds.[1][2]

February 20, 2025

Reports detailed Williams's business activities through Serena Ventures.[2] The firm held stakes in 85 companies by that date.[2] It included investments that reached unicorn status.[1][2] Williams's role as investor drew attention post-retirement.[2] Her empire spanned endorsements, ownership, and production.[2] The Ventures fund operated from initial capital raised years earlier.[2][3]

Williams continued to build her portfolio.[1] She evaluated new opportunities in sports and media.[2] Serena Ventures prepared for potential follow-up funds.[2][3] Her early deals with Puma and Nike informed current strategies.[1] The Miami Dolphins stake remained part of her holdings.[1] Angel City FC advanced in league play.[1] TGL geared up for its debut season.[2]

DateEvent
1998Serena Williams signed her first major brand partnership, a $13 million Puma endorsement deal at age 17.[1]
2004Serena Williams secured an 8-year Nike partnership worth $55 million.[1]
2009Serena Williams acquired a minority stake in the Miami Dolphins, marking her entry into sports ownership.[1]
2022Serena Williams retired from professional tennis and invested in Angel City FC, expanding her sports ownership portfolio.[1]
2022Serena Williams published a book as part of her post-retirement business activities.[2]
2023Serena Williams launched multimedia company 926 Productions to expand her production efforts.[2]
2024Serena Williams entered a licensing deal with Win Beauty cosmetics.[2]
2025-02-20Reports highlighted Serena Williams' $340 million business empire through Serena Ventures, which invested in 85 companies including unicorns like MasterClass and Impossible Foods.[2]

What we couldn't confirm

Williams has built a $340 million business empire, with her net worth reported at that figure, though these valuations await independent verification. Serena Ventures invested in specific companies like Impossible Foods, MasterClass, and Noom, but details on those stakes remain unconfirmed. The firm manages 63 companies in total. Its portfolio stands 76% led by underrepresented groups, 53% or 54% or 68% by women, and 76% by Black founders, according to varying accounts. The Miami Dolphins reached a value over $6.2 billion. MasterClass hit a $2.75 billion valuation.

Sources

  1. [1] Serena's Business Slam: How Williams Built a Venture Empire While ... — maccelerator.la
  2. [2] Serena Williams' $340M Empire: The Secret to Her Business Success — youtube.com
  3. [3] A Look At Serena Williams' Biggest Boss Moves - Essence Magazine — essence.com
  4. [4] Reported Serena Williams - Wikipedia — en.wikipedia.org
  5. [5] Serena Williams net worth timeline (2016 to 2026): Inside her tennis ... — timesofindia.indiatimes.com
  6. [6] Will Serena Williams Become The First Female Billionaire In Sports ... — huddleup.substack.com
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Frequently asked questions

What year did Serena Williams sign an endorsement deal with Puma?

Serena Williams signed a $13 million endorsement deal with Puma in 1998.

What was covered in Serena Williams' eight-year partnership with Nike?

The agreement with Nike covered clothing, shoes, and equipment for her tournaments.

How much was Serena Williams' endorsement deal with Puma worth?

Serena Williams' endorsement deal with Puma was worth $13 million.

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