This article contains information about American professional tennis player Venus Williams’ endorsement deals and business ventures.
Venus Williams’ brand endorsements and sponsors over the years — American Express, Blue Cross Blue Shield Association, Clif Bar & Co., GhostBed, Stitch Fix, Venus Concept, Unilever, Nestlé, Credit Karma, Lacoste, Wilson Sporting Goods, Tide, Kraft, Electronic Arts, Ralph Lauren, Reebok
CURRENT ENDORSEMENTS
American Express
American Express, a US bank holding company and multinational financial services corporation, roped in the seven-time Grand Slam winner as a brand ambassador in 2016.
As per the deal, Venus has featured in a number of Amex ad campaigns over the years.
Blue Cross Blue Shield Association
Blue Cross Blue Shield Association is a federation of 36 separate US health insurance organisations and companies.
In September 2021, the Blue Shield of California announced a collaboration deal with Williams with an aim to end bias in the American healthcare system.
As per the deal, Williams collaborates with Blue Shield by speaking out on a variety of issues, including her auto-immune disorder Sjögren’s syndrome, mental health, black maternal health, and fitness and wellness. She has also starred in the non-profit health plan’s “Hear Me” ad campaign.
Clif Bar & Co
In August 2022, Clif Bar & Co launched a new initiative through Clif Corps, its longstanding employee-led community service programme, by partnering with Williams and Oakland-based non-profit organisation Outdoor Afro in its mission to inspire black connections and leadership in nature.
The partnership kicked off a series of giving and service partnerships, with community groups such as the National Park Service aimed at providing opportunities for individuals across the US to participate in activities otherwise deemed inaccessible or unwelcoming for economic, social, or emotional reasons.
GhostBed
GhostBed, a sleeping mattress ecommerce brand launched in 2015 by Nature’s Sleep, roped in Williams as a brand ambassador in January 2022.
As per the deal, Williams has launched her own mattress series in collaboration with GhostBed—the “Venus Williams Legend” and the “Venus Williams Legend Hybrid”—which combine high-quality materials with far infrared therapy, allowing you to wake up feeling energised and ready to greet the day.
Stitch Fix
Stitch Fix, a US-based online personal styling service, teamed up with Williams in January 2022 for its “Goodbye Gymtimidation” campaign, which was aimed at empowering women to reach their 2022 fitness goals and conquer the anxiety or intimidation they felt when working out in front of others.
Venus Concept
Venus Concept, a leading medical aesthetic device company, announced in March 2021 that Williams had signed on as a celebrity brand ambassador for Venus Bliss.
Unilever
In October 2023, Williams joined forces with Unilever-owned Dove brand as well as Nike to launch an online coaching programme to build body confidence in girls.
Aimed at 11- to 17-year-old girls, “Body Confident Sport” is the product of two years of co-development between the personal care brand and the sportswear label. The two brands have also worked with the Centre for Appearance Research (CAR) and the Tucker Center for Research on Girls & Women in Sport to deliver a set of coaching tools to build body confidence in girls.
Nestlé
In March 2023, Williams teamed up with Nestlé Purina PetCare for the “Monday Like a Pro” challenge, which invited dog-owners across the US to spend more time exercising with their dogs.
From March 13 to May 21 that year, Williams and other professional athletes (including Olympic gold medallists Shaun White and Nastia Liukin, and retired NFL quarterback Drew Brees) issued weekly challenges to the owners to log active minutes with their dogs by running, hiking, or playing fetch. For every one million collective minutes logged in weekly, Purina reportedly donated US$15,000 (up to $150,000) to Athletes for Animals, a non-profit organisation focused on protecting homeless pets.
Credit Karma
Credit Karma, an American multinational personal finance company founded in 2007, teamed up with Williams in March 2022 to launch the “Equal Pay Day” initiative, which aims to shed light at the pay disparity between the men’s and women’s games.
Lacoste
The French luxury sports fashion company roped in Williams as a global brand ambassador in March 2022.
In November 2023, Lacoste collaborated with EleVen by Venus to launch a new clothing collection.
Wilson Sporting Goods
Wilson Sporting Goods, an American sports equipment manufacturer, has been associated with Williams since the early 2000s.
For over two decades, Wilson has been supplying the veteran tennis player with racquets, kit bags, and other necessary items.
PAST ENDORSEMENTS
Tide
Tide, an American brand of laundry detergent manufactured and marketed by Procter & Gamble, first partnered with Williams in February 2010. At the time, Williams was roped in as a brand ambassador for the “Tide plus Febreze Freshness Sport” campaign.
Kraft Foods
Kraft Foods, an American food manufacturing and processing conglomerate, also had a sponsorship deal in place with the tennis star.
Electronic Arts
Electronic Arts, a California-based video game manufacturer, announced the signing of Venus Williams as the North American brand ambassador for the EA Sports Active 2 fitness game in October 2010.
Ralph Lauren
Polo Ralph Lauren, a sub-label of the Ralph Lauren Corporation known for its sporty and casual clothing lines, partnered with Williams in August 2010, ahead of that year’s US Open.
Reebok
Reebok is an American fitness footwear and clothing brand and a part of Authentic Brands Group.
In 1995, Reebok offered a five-year, US$12m deal to a 15-year-old Venus Williams. In 2000, she signed a US$40m sponsorship deal with the company, which was at the time the biggest-ever deal signed by a female athlete.
Investments
EleVen
EleVen is a fashion-forward activewear brand created by Venus Williams. It is focused on creating tennis and everyday apparel.
Launched in 2007, the motive behind this activewear clothing line is to give women quality activewear that allows them to feel great and perform better.
Asutra
Asutra is a natural and organic-based self-care cosmetics products brand.
In May 2019, Williams became an investor in the company. Currently, she’s the Chief Brand Officer at Asutra.
V Starr Interiors
Established in 2002 out of Williams’ love for design and business, V Starr is a South Florida-based full-service interior design firm specialising in commercial design with a focus on hospitality and multifamily and experience in the high-end residential market.
Currently, Venus Williams is the owner and president of V Starr Interiors.
PlantX Life
Canadian plant-based ecommerce platform PlantX Life announced that Venus Williams had come on board as an investor and ambassador in April 2021 in an effort to help the company raise awareness about the benefits of plant-based foods and encourage consumers to shift to a plant-based lifestyle.
Happy Viking
Happy Viking is a plant-based superfood company founded by Venus Williams and Neel Premkumar in 2020. The company’s mission is to provide healthy and delicious food options to people of all ages and dietary needs.
Happy Viking’s products are made with organic, non-GMO ingredients and are designed to be simple and convenient to use.
Zeel
In October 2019, Zeel, an online massage-booking platform for in-home massages and on-demand wellness, announced the addition of Venus Williams as a member of its Board of Directors and key advisor to the Zeel@Sports division.
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