Serena Ventures, the technology investment firm created by US tennis icon Serena Williams, has made a substantial investment into OpenSponsorship, a digital endorsement deals marketplace, after launching an early-stage venture capital fund last month.

The investment is worth upwards of $1 million, with other financial details not being disclosed at this time. 

OpenSponsorship claims to have facilitated over 10,000 deals for around 400 brands in 2021 and currently covers 12,000 athletes in its marketplace.

Williams joins other OpenSponsorship investors including David Blitzer (co-owner of ice hockey’s New Jersey Devils, English soccer team Crystal Palace, and the Philadelphia 76ers basketball NBA franchise) and Alex Killorn, of the NHL’s Tampa Bay Lightning.

So far, the marketplace claims to have secured around $5 million in capital funding, its founder and chief executive Ishveen Jolly has said.

Williams has now said: “Brand sponsorship is vital to an athlete’s career and OpenSponsorship is giving them more control and ownership over that process. But this is also something that businesses will benefit from. I love the fact that this platform puts supporting athletes at the core of its business.”

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

OpenSponsorship has said it will use the funding to continue its athlete representation expansion worldwide, with a particular emphasis on expanding its tech platform in the UK.

Williams is one of the highest-paid female athletes in the world. In 2021, her endorsement deals amounted to $34 million in earnings.