This article was originally published on The Conversation, an independent and nonprofit source of news, analysis and commentary from academic experts. Disclosure information is available on the original site.
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Author: Treisha Hylton, Assistant Professor, Faculty of Social Work, Wilfrid Laurier University
Tennis legend Serena Williams is now part of the ownership group of the Toronto Tempo, marking a significant moment for women’s professional sports. The Toronto Tempo is set to kick off their inaugural WNBA season in 2026 and her involvement will help secure the longevity, success and impact the team.
There has never been a better and more exciting time to be a fan, advocate and researcher of women’s professional sports. Momentum continues to build toward the ultimate goal of achieving equity in sports, and it’s clear that real progress is being made.
Back in 2023, I attended the first WNBA exhibition game in Canada at Scotiabank Arena. The overwhelming support and enthusiasm made it clear that Toronto was ready to embrace and support women’s professional sports. Fast forward three years, and that vision is fast becoming a reality.
Women’s professional sports are at an all-time high. Canada’s first professional women’s soccer league set to commence its inaugural season in April, the WNBA continues to expand and the Professional Women’s Hockey League keeps setting attendance records.
Across the board, media coverage is skyrocketing for women’s sports. Opportunities for women and girls in sport have never been greater. All this and Williams’ investment in the Toronto Tempo is a fitting milestone to celebrate during Women’s History Month.
A new era for women’s sports
Williams is a trailblazer and widely considered one of the greatest tennis players of all time. She dominated tennis for years, made history and broke barriers, all while proudly being herself in the face of discrimination, blatant double standards and constant ridicule.
She stands as an example of excellence and perseverance in women’s sports and social justice.
Williams is a role model for many Black women and girls, athletes and non-athletes alike. Her new role as a part-owner of the Toronto Tempo holds just as much significance as her ground-breaking career in tennis. Now, she is once again paving the way by demonstrating how women, particularly Black women, can break into leadership positions in professional sports.
Williams highlighted the significance of her new role, stating:
“This moment is not just about basketball. 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.”
Her commitment to advancing women’s sports is nothing new. Williams is also a founding owner of the National Women’s Soccer League’s Angel City FC. The WNBA, and other sports leagues, need more women like Williams in ownership and executive positions to drive real change.
Despite the progress made toward equity in women’s professional sports, there is still a staggering difference in pay and representation in leadership roles.
A glaring example is tennis star Coco Gauff, the highest-paid woman athlete of 2024, who didn’t even make it into the top 100 highest-paid athletes. This highlights the persistent gap in earnings and need for continued advocacy for pay equity in professional sports.
Black women in sport leadership
Black women remain vastly underrepresented in sports leadership roles, including as owners, CEOs, coaches and presidents. In the WNBA, where 70 per cent of the players are Black, there is currently only one Black woman head coach.
There is a clear need for meaningful representation at all levels of the game. Leadership must reflect the diversity of the athletes on the court.
For the WNBA and other women’s professional sports leagues to achieve equity, Black women must be better represented in leadership positions. The focus needs to go beyond token representation toward true representation to inspire future generations of young Black girls.
Serena Williams’ investment in the Toronto Tempo is a step in the right direction. Equally significant is the appointment of Monica Wright Rogers, a former collegiate player and experienced executive, as the team’s new general manager.
Together, Williams and Rogers represent the progress being made toward better representation of Black women in leadership roles.
Elevating women’s sports
The fight for racial and gender equality in sports is far from finished. The Toronto Tempo is a business first, and centring community must be part of its investment strategy.
The Tempo must prioritize building connections with grassroots organizations and ensure racialized girls and women have access to opportunities in coaching, community spaces and building life-sports synergy skills.
I’ve always believed grassroots organizations are the beating heart of sports, laying the foundation for the next generation of athletes and role models. Without them, many young girls would never get the chance to see themselves in the game. Two organizations that are community development-focused are Lady Ballers Centre and Black Girl Hockey Club.
The Tempo must reject the notion that success and equity in sports can be represented by just one story. While Williams’ journey is undeniably inspiring, it cannot be the sole narrative that defines progress in women’s sports. Instead, a multitude of stories, particularly those of Black and racialized women across all levels of sport, must be uplifted.
Investing in women’s sports isn’t just the right thing to do, but is also beneficial for society as a whole. Women athletes have consistently proven they deserve professional sports leagues, pay equity, endorsement deals, equal media coverage and better sporting facilities. Supporting this movement is the right direction for the Tempo.
Williams’ experience and commitment to women’s sports make her an ideal fit for ownership. Toronto fans are ready, and there’s little doubt the first Tempo games will be sold out. I, for one, am excited to attend the inaugural game in 2026. Let’s go Tempo!
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Treisha Hylton does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.
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This article is republished from The Conversation under a Creative Commons license. Disclosure information is available on the original site. Read the original article:
https://theconversation.com/why-serena-williams-joining-the-wnbas-toronto-tempo-as-a-part-owner-is-so-important-for-womens-sports-252592
Treisha Hylton, Assistant Professor, Faculty of Social Work, Wilfrid Laurier University, The Conversation
