The WNBA and NWSL welcomed some new high-profile owners on Monday, as Serena Williams and Sabrina Ionescu announced investments in the country’s leading pro women’s sports leagues.
Tennis icon Williams is purchasing a stake in the Toronto Tempo. There, the 23-time Grand Slam winner will subsequently weigh in on the 2026 WNBA expansion team's visual elements like jersey designs, merchandise deals, and more.
"Serena is a champion," noted Tempo president Teresa Resch. "She’s set the bar for women in sport, business, and the world — and her commitment to using that success to create opportunities for other women is inspiring."
Meanwhile, 2024 WNBA champion and Bay Area product Ionescu also padded her portfolio. Ionescu bought into 2024 NWSL addition Bay FC, where she’ll serve as an official commercial advisor.
"Sabrina is the ultimate innovator and creates new pathways for aspiring and current professional athletes," said team CEO Brady Stewart. "Adding her passion and vision to what we are building at Bay FC will allow us to further disrupt the sports landscape."
Athlete investors lead the way in growing women's sports
Both current and retired athletes are increasingly buying into the business side of women’s sports. The list includes USWNT alums Julie Foudy, Mia Hamm, and Abby Wambach backing Angel City FC and WNBA legend Sue Bird buying into the Seattle Storm and Gotham FC.
Earlier this year, 2024 WNBA Rookie of the Year Caitlin Clark threw her support behind Cincinnati’s recent NWSL expansion bid.
"This moment is not just about basketball," said Williams. "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."
"I whole-heartedly understand how important investment really is and obviously you can talk about it and be about it, but you really have to want to be committed to it and invest to be able to see what you believe in come to light," echoed Ionescu.
Ownership doesn't only keep legends in the game. It also proves that women’s sports are a booming business.
"It hasn't happened overnight for us. It's been years and years for us of athletes kicking down the door, voice what it is that they want to see. It's taken investment, and now expansion," added Ionescu.
"To see it now in real-time — viewership, attendance, sponsorships — everything is at an all-time high."
The WNBA’s 14th franchise is gearing up for its 2026 debut, with the Toronto Tempo introducing former WNBA and NCAA star Monica Wright Rogers as their inaugural general manager on Thursday.
A two-time WNBA champion with the Minnesota Lynx and three-time collegiate All-American at Virginia, Wright Rogers’s resume lists coaching and front office stints at both the college and pro level. She most recently served as the Phoenix Mercury’s assistant general manager.
“The unique combination of experience that Monica will bring to this team is incredible. She’s a proven champion who understands the game from so many different perspectives,” said Toronto Tempo president Teresa Resch in a team release.
“And she’s so much more than the collection of her experiences. Monica is an incredible relationship-builder with a sharp eye for talent who embodies everything we want the Toronto Tempo to stand for: she’s warm, welcoming, smart, driven and fiercely competitive. We couldn’t be more thrilled to have her on board.”
Wright Rogers adds WNBA experience to Toronto expansion team
The WNBA announced its first-ever expansion into Canada in May 2024.
An investment group led by Toronto billionaire Larry Tanenbaum and his Kilmer Sports Ventures filed the WNBA expansion bid. Tanenbaum also chairs Maple Leaf Sports & Entertainment, which owns the Toronto Maple Leafs, Raptors, Toronto FC, Argos, and Marlies.
Tanenbaum originally explored an expansion team via MLSE, but was turned down by other members of the board.
Wright Rogers will lead basketball operations for the Tempo, including hiring a head coach and building out the inaugural roster.
“The excitement about this team, and around women's sports in general in Canada right now is palpable,” Wright Rogers said. “To have the opportunity to play such a key role in building this team in this country at this moment is an honour”
“Sports fans around the world should keep an eye on us,” she added.