Serena Williams has been a household name for decades, known for her dominance on the tennis court and her unparalleled athletic achievements. But since retiring in 2022, the 42-year-old has transitioned seamlessly into a new chapter, building an empire that spans venture capital, entrepreneurship, endorsements, and entertainment. Let’s take a closer look at how this living legend amassed her impressive $290 million net worth and what fuels her post-tennis journey.
From Tennis Queen to Financial Powerhouse
Widely regarded as one of the greatest tennis players of all time, Serena’s achievements on the court are unmatched. With 23 Grand Slam singles titles, four Olympic gold medals, and 319 weeks as the world’s No. 1 singles player, her tennis career alone earned her approximately $95 million in prize money—more than any other female athlete in history.
However, her wealth extends far beyond her tennis accomplishments. Serena’s savvy business moves and lucrative endorsement deals have propelled her to become one of the world’s highest-paid athletes.
A Force in Endorsements
Serena has long been a favorite among major brands, signing endorsement deals with companies like Nike, Gatorade, Beats by Dre, and Lincoln. In 2003, she inked a historic $55 million deal with Nike that solidified her place as a global icon. Even today, she maintains a partnership with Nike through her Serena Williams Design Crew, which offers bold, innovative collections inspired by her personal style.
In 2023, Serena was the only woman to make Forbes’ “World’s Highest-Paid Athletes” list, earning an estimated $45 million—mostly from endorsements. Her partnerships with brands like Michelob Ultra, Audemars Piguet, and Puma have played a significant role in her financial success.
Serena Ventures: Investing in Diversity
Serena’s success isn’t just about making money—it’s about creating opportunities. She launched Serena Ventures in 2015, a venture capital fund focused on empowering underrepresented founders. With a portfolio of 85 companies, including 14 unicorns (startups valued at over $1 billion), Serena Ventures is a testament to her mission of investing in women, people of color, and diverse entrepreneurs.
Among its notable investments is Zigazoo, a kid-friendly social media app with over a million users. Nearly 79% of the companies backed by Serena Ventures are led by underrepresented founders, making her a trailblazer in the world of venture capital.
Entrepreneurial Spirit
Serena’s entrepreneurial ventures span multiple industries. In 2022, she co-founded Will Perform, a sports recovery line offering pain relief and body-care products. She also runs her own clothing line, S by Serena, and a jewelry brand, Serena Williams Jewelry. Most recently, she launched Wyn Beauty, a clean beauty brand available at Ulta.
Her reach extends into entertainment through her production company, Nine Two Six Productions, which is behind projects like the soccer documentary “Copa 71” and the Oscar-nominated film “King Richard.”
Family and Financial Legacy
Serena and her husband, Reddit co-founder Alexis Ohanian, share a beautiful life together with their daughters, Olympia (6) and newborn Adira. The couple’s combined business ventures and investments—including a minority stake in the Miami Dolphins—reflect their shared vision for building generational wealth.
The Serena Williams Effect
With a net worth of $290 million, Serena Williams proves that her legacy extends far beyond tennis. From empowering diverse entrepreneurs to redefining beauty and wellness, Serena’s impact is monumental. Her post-tennis mission is clear: to inspire, uplift, and invest in others while continuing to build her empire.
Serena’s story reminds us that champions don’t retire—they evolve, and she’s just getting started.