Serena Williams has expanded her investment in professional sports by joining the ownership group of the Toronto Tempo, the first Women’s National Basketball Association (WNBA) franchise in Canada. Announced on March 3, 2025, Williams becomes one of the first high-profile investors in the new expansion team, which is set to debut in the 2026 WNBA season. She joins a group led by Larry Tanenbaum, chairman of Kilmer Sports Ventures and a key figure in Canadian professional sports.
The Toronto Tempo will play home games at Coca-Cola Coliseum, with plans to stage select matches in Montreal and Vancouver, broadening its reach beyond Ontario. The move reflects the WNBA’s growing emphasis on international expansion, as Toronto becomes the first franchise located outside the United States. The Canadian market has long been seen as a potential destination for professional women’s basketball, given the country’s increasing talent pipeline and strong basketball culture.
Williams’ investment is another step in her growing influence in sports ownership. The 23-time Grand Slam champion has previously invested in Angel City FC, a National Women’s Soccer League (NWSL) team, and holds a minority stake in the NFL’s Miami Dolphins. She has also been a vocal advocate for women’s sports and gender equity in athletics. Speaking about her involvement with the Tempo, Williams said she is excited to contribute to the team’s branding and commercial development, including merchandising, jersey design, and sponsorship growth.
WNBA Commissioner Cathy Engelbert has highlighted Toronto’s entry into the league as a significant milestone in the WNBA’s expansion strategy. With record-breaking viewership, attendance, and investment in women’s basketball, the league has actively pursued new markets to sustain its rapid growth. Canada has long been viewed as an ideal location for expansion due to its strong grassroots programs, elite talent pipeline, and growing basketball fan base.
The Toronto Tempo’s ownership group is expected to expand further in the coming months, with additional investors likely to join the project. The team’s president, Teresa Resch, has emphasized the importance of securing long-term financial stability while building a competitive roster capable of making an impact in the WNBA from the start. Williams’ involvement brings not only financial backing but also global attention to the franchise, boosting commercial opportunities and elevating the profile of the league.
The WNBA’s push into new markets comes at a time of unprecedented growth for women’s sports worldwide. With increased media coverage and sponsorship opportunities, leagues such as the WNBA and NWSL have experienced significant commercial expansion in recent years. The addition of the Toronto Tempo is expected to further drive interest in the sport, attracting corporate partnerships, television rights deals, and new fans across Canada and beyond.
As the Tempo prepares for its inaugural season, attention will turn to player recruitment, coaching appointments, and branding initiatives. With Williams now involved in shaping the team’s identity, the Toronto Tempo is set to become a major force in the WNBA’s evolving landscape.