Serena Williams, long celebrated for redefining what it means to be an athlete, has taken her influence to a new playing field. Nearly three years after stepping away from professional tennis, the 23-time Grand Slam champion is now investing in Unrivaled, a women’s basketball league that has quickly surged to a valuation of $340 million.
The league, launched just two years ago, has attracted attention not only for its bold financial footing but also for its mission: to create a sustainable, competitive space for women’s basketball players who have historically been underpaid in the United States. For Williams, this move is more than just another investment through her firm, Serena Ventures. It is a statement about equity, opportunity, and the future of women in sports.
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Her decision also signals a growing movement of athletes channeling their fame and resources into reshaping industries that once marginalized them. By aligning herself with Unrivaled, Williams joins a cadre of sports stars — including U.S. soccer champion Alex Morgan and tennis pioneer Billie Jean King — who are using venture capital and investment as tools for empowerment.
The rise of unrivaled
Unrivaled was conceived as a response to a long-standing reality in women’s basketball: many WNBA players have been forced to play overseas during the offseason to supplement their salaries. While the WNBA has grown in stature since its founding in 1996, its financial ecosystem has not yet reached parity with men’s professional basketball.
To address that gap, Unrivaled built a model focused on three-on-three competition, a faster-paced format that appeals to younger audiences while providing players an opportunity to remain stateside. League officials have emphasized that Unrivaled offers some of the highest average salaries in women’s sports, a bold claim that underscores its ambitions to be more than a niche attraction.
With the completion of its Series B funding round, led by Bessemer Venture Partners and supported by additional investors across sports and finance, Unrivaled now stands on stronger financial footing. The new capital infusion will help expand operations, attract talent, and prepare for its second season, scheduled to tip off in January 2026.
Why Serena’s support matters
Williams’ participation in Unrivaled is significant for multiple reasons. First, her reputation as one of the most dominant athletes in history brings immediate visibility and credibility to the league. For decades, women’s sports have struggled with media coverage and sponsorship dollars. The involvement of a figure like Williams signals to both fans and investors that women’s basketball is not only a cultural necessity but also a commercial opportunity.
Second, her investment underscores her broader commitment to financial empowerment and equity. Through Serena Ventures, founded in 2017, Williams has focused on supporting early-stage companies led by women and people of color. By backing Unrivaled, she is directly addressing the systemic disparities that exist in professional sports — disparities she understands personally as a Black woman who helped transform tennis while navigating its entrenched inequities.
Finally, her move into basketball investment highlights a strategic shift for athletes who no longer see themselves as confined to their sport. Like her frequent collaborator and friend LeBron James, who has built a portfolio that spans media, tech, and entertainment, Williams is leveraging her platform to shape industries beyond tennis.
Women’s sports and economic inequity
The challenges facing women athletes in the United States are well documented. While the WNBA has made strides in recent years, including securing a landmark collective bargaining agreement in 2020 and increasing salaries, players often earn a fraction of what their male counterparts make in the NBA.
For decades, this wage gap drove many stars overseas, where teams in countries such as Russia and Turkey offered significantly higher pay. These international stints, while lucrative, placed immense physical and mental strain on athletes who had little downtime between seasons. They also raised safety concerns, particularly after WNBA star Brittney Griner was detained in Russia in 2022, an incident that amplified calls for change.
Unrivaled is positioning itself as a corrective force to these inequities. By creating a league that offers competitive pay and opportunities for players to remain in the U.S., it addresses both economic and personal challenges that have long defined women’s basketball careers.
The broader trend of athlete investors
Williams’ investment in Unrivaled reflects a wider trend of athletes stepping into the world of venture capital. In recent years, high-profile sports figures have recognized the power of their platforms and financial resources to influence industries ranging from technology to entertainment.
Athletes like Alex Morgan have launched funds aimed at supporting women-led startups, while legends such as Billie Jean King have long been advocates for gender equality in sports. For Williams, this venture is a natural extension of her ongoing work to expand opportunities for women and communities historically left out of wealth-building ecosystems.
Her track record supports the move. Serena Ventures has already backed more than 60 companies, with a focus on businesses founded by underrepresented entrepreneurs. Her involvement in Unrivaled is consistent with this philosophy, reflecting her belief that investment can be a tool for social change as well as financial gain.
The cultural significance of sports investment
Beyond dollars and contracts, Williams’ decision to support a women’s basketball league resonates in a cultural moment when representation, equity, and visibility are under intense discussion. Women’s sports, particularly those led by Black athletes, have long been undervalued in the broader entertainment and commercial landscape.
By aligning herself with Unrivaled, Williams underscores the cultural power of women’s athletics to shape narratives, build community, and inspire the next generation. Her involvement is also a reminder that the economic value of women’s sports is finally being recognized, with major investors and cultural icons signaling confidence in their long-term growth.
The league’s presence in Brooklyn — a borough synonymous with culture, resilience, and reinvention — adds another layer of meaning. Just as Brooklyn has become a hub for creative energy and cultural innovation, Unrivaled aims to be a proving ground for women athletes to showcase their skills on their own terms.
Navigating the post-tennis era
Since retiring from professional tennis in 2022, Williams has taken on the challenge of building an expansive second act. In addition to her work in fashion and entertainment, she has positioned herself as a major player in venture capital, focusing on companies that reflect her values of diversity and empowerment.
Her estimated net worth, reported at roughly $350 million, provides both the capital and credibility to pursue ambitious ventures. Yet her choices reflect more than financial strategy; they signal a commitment to reshaping industries that have historically marginalized women and people of color.
Backing Unrivaled gives Williams a chance to extend her legacy of breaking barriers into a new arena. Just as she transformed tennis with her power, style, and resilience, she now has the opportunity to influence the trajectory of women’s basketball — a sport long defined by its struggle for recognition.
Looking ahead to Unrivaled’s future
With its second season set to launch in January 2026, Unrivaled faces both opportunities and challenges. The infusion of $340 million in Series B funding provides crucial runway for expansion, from securing venues to attracting top players and building a sustainable business model.
The league’s focus on three-on-three basketball positions it uniquely within the sports landscape. The fast-paced format, already popular in international competitions, is designed to appeal to younger audiences and digital-first viewers. By tapping into the growing demand for quick, engaging content, Unrivaled is betting that it can capture attention in ways that traditional leagues sometimes struggle to do.
With high-profile backers like Williams and other athlete-investors, the league gains credibility that could help attract additional sponsors, media partnerships, and fan support. The question now is whether Unrivaled can translate its cultural momentum and financial backing into lasting success in a crowded sports and entertainment market.
A powerful statement through investment
Serena Williams’ decision to invest in Unrivaled is more than a financial move. It is a declaration that women’s sports deserve the same visibility, respect, and economic backing as their male counterparts. By bringing her global platform, business acumen, and personal history as a trailblazer in professional sports, Williams is helping to position Unrivaled not just as a league but as a cultural movement.
The $340 million valuation underscores the confidence investors have in women’s basketball as a growth market, while the league’s mission reflects a deeper commitment to equity and representation. As Unrivaled prepares for its 2026 season, its future may hinge on the very values Williams has championed throughout her career — resilience, innovation, and the belief that women deserve more than just a place on the sidelines.
At this moment, Williams has found a new way to step onto the court — not with a racket in hand, but with an investment portfolio that could change the future of women’s sports.
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