When Serena Williams retired from tennis in 2022, nobody actually expected her to just sit on a beach. That isn't her style. Instead, she’s been building a venture capital empire that makes most corporate boardrooms look sleepy. But her latest move? It’s a massive play in the North up in Canada.
In early 2025, the news broke: Serena Williams joined the ownership group of the Toronto Tempo.
This isn't just another celebrity name on a masthead. The Tempo is the WNBA’s first-ever Canadian franchise. They are set to hit the hardwood at the Coca-Cola Coliseum in 2026, and having the GOAT of tennis in their corner changes the entire gravity of the team. Honestly, if you thought women's basketball was just a "growing" trend, Serena’s checkbook says it's already a destination.
The Serena Williams Toronto Tempo Connection
So, why Toronto? And why now?
Serena’s history with Canada actually goes way back—far beyond this investment. She actually made her professional debut in Quebec City back in 1995 as a 14-year-old. Talk about a full-circle moment. Now, she’s partnering with Larry Tanenbaum and Kilmer Sports Ventures to bring the WNBA to a city that is already obsessed with the Raptors.
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More Than Just a Silent Partner
Unlike some celebrity owners who just show up for the season opener and wave at the Jumbotron, Serena is getting her hands dirty with the brand. She’s taking on a "Managing Partner" role. What does that actually look like?
- Jersey Design: She’s reportedly involved in the visual identity of the team. Given her "S by Serena" fashion line, expect the kits to be more than just standard mesh.
- Merch Collabs: There is a heavy focus on lifestyle apparel. They want the Toronto Tempo gear to be something you’d actually wear to a bar or a brunch, not just the arena.
- Investment Strategy: She’s been vocal that women’s sports are "undervalued." To her, this isn't a charity project; it’s a smart business move with high growth potential.
The WNBA is expanding fast. With the Golden State Valkyries and a new Portland team also joining the ranks, the league is ballooning to 15 teams. But Toronto is the first international outpost. That’s a huge deal for the league's global footprint.
Why This Matters for the WNBA
Let’s be real for a second. The WNBA has spent years fighting for the respect and broadcasting minutes it deserved. Then came the "Caitlin Clark effect" and a massive surge in viewership. Now, the league is worth billions.
By bringing in Serena, the Toronto Tempo isn't just a "new team." It’s an instant global brand. Larry Tanenbaum, who also chairs Maple Leaf Sports & Entertainment (the folks behind the Raptors and Maple Leafs), knows exactly what he’s doing here. He’s building a "female MLSE."
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The Competitive Landscape
Serena isn't the only heavy hitter in the owners' lounge these days. The WNBA ownership circle is starting to look like a Hall of Fame induction ceremony:
- Tom Brady (Las Vegas Aces)
- Magic Johnson (LA Sparks)
- Dwyane Wade (Chicago Sky)
- Steph Curry (invested in the Valkyries' ecosystem)
It’s becoming the "cool" thing for retired icons to do, but Serena’s approach is a bit different because of her venture capital background. Through Serena Ventures, she’s already backed 16 "unicorns" (companies valued at over $1 billion). She looks at the Toronto Tempo through a lens of scalability. She's not just buying a team; she's buying into the future of Canadian sports media and retail.
What to Expect in 2026
The Tempo won't just stay in Toronto. While the Coca-Cola Coliseum is the home base, they’ve already announced plans to play regular-season games in Montreal and Vancouver. It’s a "Canada’s Team" vibe, much like how the Blue Jays or Raptors are viewed across the provinces.
The Branding Play
One interesting detail: Sephora Canada is already signed on as a founding partner. You’ll see their logo on the jerseys. This is a huge hint at the demographic the Tempo is chasing. They aren't just looking for traditional "sports fans." They are looking for the "culture." They want the intersection of beauty, fashion, and elite athleticism.
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Some fans on Reddit and social media were a bit mixed on the name "Tempo" when it was first leaked. People wanted something "fierce" like the Huskies or the Towers. But the word "Tempo" is meant to represent the rhythm of the city and the fast-paced nature of the modern game. Plus, with Serena involved, the "visuals" are likely to win over the skeptics.
Actionable Insights for Fans and Investors
If you’re watching this from the sidelines, there are a few ways to engage with this new era of the WNBA:
- Get on the Waitlist: Season tickets for the 2026 season are already seeing massive demand. If you’re in the GTA (Greater Toronto Area), the waitlist at
tempo.wnba.comis the only way to ensure a seat at the opener. - Watch the Merch Drops: Serena’s influence on the merchandise means the first limited-edition drops will likely sell out and hit the resale market. Keep an eye on the team’s official socials for the design reveals.
- Understand the "WNBA Growth" Thesis: If you’re an investor, look at how women’s sports are being decoupled from men’s leagues in terms of media rights. The Toronto Tempo is a prime example of a team built from the ground up to be its own commercial powerhouse.
The era of Serena Williams on the tennis court might be over, but her era in the front office is just getting started. The Toronto Tempo is the first major test of whether her "GOAT" status can translate into a championship-caliber front office.
Keep your eyes on the 2026 season—it’s going to be fast.
Next Steps for You:
If you want to stay ahead of the curve on the Toronto Tempo's debut, make sure to monitor the WNBA's official expansion drafts scheduled for late 2025. This will determine which players Serena and the front office will build their inaugural roster around. You can also sign up for the Tempo newsletter to get first access to the Serena-designed merchandise collaborations as soon as they go live.