• by Danielle Oster , March 5, 2025

The Toronto Tempo -- the WNBA team slated to play its first game in 2026 and become the league’s first Canadian team -- has a powerful brand ambassador in the latest addition to its ownership team.

Tennis great Serena William joined the team’s ownership group, which also includes Kilmer Sports Ventures Chairman Larry Tanenbaum, pending league approval.

“This moment is not just about basketball,” Williams said in a statement. “It is about showcasing the true value and potential of female athletes; I have always said that women's sports are an incredible investment opportunity.”

According to a release announcing the news, Williams going to help with the club’s visual identity, including playing an “active role in future jersey designs.” She’ll also use her celebrity to help the build the team’s build brand partnerships, and “forge unique merchandise collaborations with the team.”

The team has already announced a founding partnership with beauty brand Sephora. Williams also  appears in a video on the Tempo’s website celebrating the news, which concludes with the star holding a basketball while standing on a tennis court, accompanied by the message “New Court. New Game.”  

Williams’ ownership stake could be good news for at least one major brand as well. The Toronto Tempo will begin playing games at Coca-Cola Coliseum in Toronto in 2026, as well as hosting some regular-season games in locations across Canada. The Coca-Cola Coliseum is also home to Professional Women's Hockey League team Toronto Sceptres, and the Toronto Maple Leafs-affiliated Toronto Marlies of the American Hockey League. The beverage behemoth acquired naming rights for the venue in 2018, with a 10-year agreement.