On Monday, March 3, tennis legend Serena Williams announced she was taking a stake in a women's professional sports team: the Toronto Tempo, slated to debut in the WNBA next year. Williams knows a thing or two about owning a professional sports team — in 2009, she and her sister Venus became part owners of the Miami Dolphins, and her husband Alexis Ohanian is the lead investor in Angel City FC.
Outside of owning a team, Williams is also one of the most decorated tennis players of all time. She's won the Grand Slam (and has 13 singles titles), the French Open, Wimbledon, the US Open, the Australian Open, has numerous Olympic gold medals, and was the highest paid women's athlete in 2016 — and we are probably leaving a whole bunch of stuff out. In short, Williams understands what it means to be a female professional athlete, and she can bring that well-earned and unique perspective to the Tempo.
Williams also isn't the only celebrity to have a stake in a team in the league. Singer Michelle Williams is a part owner of the Chicago Sky and Tom Brady has a stake in the Las Vegas Aces. Former Lakers star Magic Johnson is also an owner of the Los Angeles Sparks (among other teams). Each has varying responsibilities and involvement, and so far it's not clear exactly how involved Williams plans to be in the Tempo's day-to-day.
How celebrity athlete owners can help professional teams
Services and treatment will be on lock: As a former professional athlete, Williams will understand the importance of making sure the Tempo gets the facilities, physical therapy, and training that they need. She will get this on a cellular level, especially as she's likely had to fight for these things for herself throughout her career. It's unlikely Williams will actually hand-select the people who help the athletes and provide services, but she can advocate for athletes in a way that only another athlete can.
Marketing will be impacted (in a good way): There's no doubt that the possibility of spotting Williams at a game will bring out more fans — and it's even possible that just knowing Williams is an owner of the team will have some of her fans supporting the Tempo before they've even put a roster together. Williams' association with the team will bring more eyes to an Expansion Team that will likely have to tough it out through its first season or two.