Women Athletes Leading the Charge: Investing in the Future of Women’s Sports

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Andy Lyons / Contributor via Getty Images, Jean Catuffe / Contributor via Getty Images, Icon Sports Wire / Contributor via Getty Images

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JuJu Watkins, Serena Williams, and Candace Parker

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The landscape of women’s sports is thriving, exceeding the expectations of skeptics who underestimated its potential. Athletes and supporters alike have insisted that women’s teams receive the recognition, performance quality, and financial backing they rightly deserve. This push for equity has led to improved contracts and the emergence of new teams and leagues. The success is evident — investing in women’s sports yields significant returns, attracting numerous stakeholders eager to participate. A particularly inspiring aspect of this growth is women athletes investing in fellow women athletes. Here are six extraordinary women who have paved the way for future generations of athletes.

1. Serena Williams: Toronto Tempo

In 2026, the Toronto Tempo, the first WNBA franchise in Canada, will expand from 12 to 15 teams. Tennis icon and venture capitalist Serena Williams joined the ownership group in March 2025, lending her expertise in branding and merchandise design. Expressing the importance of this moment in a team press release, Williams stated, “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.”

2. Angel Reese: DC Power FC

After securing one of the highest earnings as a college athlete, WNBA star Angel Reese is well-acquainted with lucrative contracts. Yet, her passion for empowering young athletes remains strong, regardless of the sport. In May 2024, she became a founding owner of the DC Power Football Club, which competes in the United Soccer League (USL) Super League based in Washington, D.C. Reese commented on her involvement, stating, “I want to help grow women’s sports and elevate female athletes across the board.”

3. Sabrina Ionescu: Bay FC

WNBA champion Sabrina Ionescu is balancing her roles as an elite athlete and savvy businesswoman. Recognized in Forbes’ 30 Under 30 in 2023 for her extensive investment portfolio, she is also championing the National Women’s Soccer League (NWSL) as an investor and commercial advisor for Bay Football Club. She shared her intention for deeper involvement, emphasizing, “I want to grow my relationship with the team and the players and bring what I’ve learned on the business side to help with their overall brand partnership strategy.”

4. Serena Williams: Angel City FC

In 2022, a dynamic founding team brought Angel City Football Club to life in Los Angeles, making it the first professional sports franchise with both majority-women ownership and leadership. The ownership group includes Serena Williams along with her daughter Alexis Olympia Ohanian and her husband Alexis Ohanian, spearheaded by actress Natalie Portman. The team features a stellar lineup of women’s soccer icons, including Abby Wambach, Mia Hamm, Julie Foudy, Shannon Boxx, and Lauren Holiday.

5. Renee Montgomery: Atlanta Dream

Renee Montgomery made history in 2021 by becoming the first former WNBA player to hold both an executive position and an ownership stake in a WNBA franchise. Purchasing the Atlanta Dream alongside two partners, Montgomery’s acquisition was particularly significant, aimed at revitalizing the team after tensions arose from former co-owner Kelly Loeffler’s stance against the league’s support for Black Lives Matter. WNBA Commissioner Cathy Engelbert commended Montgomery for her impactful transition, saying, “I think it’s great that Renee has stepped up after she retired from playing the game to continue having an impact on the game.”

6. Candace Parker: Tennessee Summitt

Celebrated as one of the greatest basketball players, Candace Parker’s influence on women’s basketball is undeniable. Post-retirement, she aims to establish a WNBA team in honor of her alma mater, The University of Tennessee. The envisioned team, the Tennessee Summitt, pays tribute to her legendary college coach, Pat Summitt, under whom she won two NCAA championships. Parker is part of a strong ownership group committed to securing a place for this team in Nashville, competing with other cities eager to join the league.

7. JuJu Watkins: Unrivaled Basketball League

From early in her career, basketball star JuJu Watkins recognized the necessity of supporting women’s sports. She took significant steps to do so when she joined renowned athletes like Napheesa Collier and Breanna Stewart in investing in the Unrivaled Basketball League, which focuses on 3×3 competition. At just 19, Watkins expressed her excitement about being part of this promising initiative, stating, “I’m just really committed to trying to grow the game as best as I can… I was super excited to be a part of this new wave and hopefully be playing in the league someday.”

While the sports industry functions as a business, it remains deeply rooted in the dedication, resilience, and passion of its athletes. Witnessing women athletes channel their competitive spirit into supporting each other off the court is truly inspiring. These groundbreaking efforts are paving the way for future success, with the potential to cultivate a new generation of sports moguls. We eagerly await the continued investment and growth in women’s athletics.