Serena Williams Enters the Arena of Women's Basketball with Unrivaled Investment

Serena Williams, renowned for her tennis accomplishments, is now directing her focus towards a new sport: basketball. The former tennis champion is now a backer of the women's 3-on-3 basketball league, which has reached a valuation of $340 million.

Through her investment entity, Serena Ventures, Williams contributed to the Series B funding round of the recently founded league. Joining her in this venture are icons like Alex Morgan, a former FIFA World Cup victor, through her own investment group, Trybe Ventures, as well as legendary tennis player Billie Jean King among others.

Bessemer Venture Partners took the lead in steering this latest influx of capital.

Unrivaled prides itself on providing its players with the highest mean wages ever seen in women's pro sports leagues. Initially launched to offer WNBA athletes the chance to earn income during off-season times without going abroad, the league is gearing up for its sophomore season starting in January 2026.

According to Alex Bazzell, president of Unrivaled, the league is on an innovative growth path thanks to its partnership with these prominent investors, especially with the backing of Bessemer Venture Partners.

Serena Williams, who ended her tennis career in 2022 and is hailed as one of the sport's all-time greats, has amassed a fortune of about $350 million.

Williams initiated her venture capital fund in 2017. In a discourse with the New York Times in 2024, she expressed the excitement and challenges involved in funding emerging companies.

"While success and achievement thrill me, the reality in early investments is that 70 to 80 percent of them don't make it," Williams stated. "The necessity to face such outcomes is hard for me."

"It's disheartening when a company we're backing doesn't prosper. Often, their stumbling block is an inability to secure further financial support," she continued.