Serena Williams’ family invested $250,000 in Angel City before its 2022 debut; a 2024 deal valued the soccer club at $250 million

Women’s sporting activities have always had a great following. However, in the past, they were unable to reach the same level of capitalization as men’s competitions. The situation is changing now. Investors increasingly see women’s clubs as sports-related ventures and also as businesses. A perfect example of this trend is Angel City Football Club, which is a team in the National Women’s Soccer League (NWSL) that, at the very beginning, combined celebrity ownership and business strategies.

As reported in The Washington Post, Serena Williams and her husband Alexis Ohanian invested up to $250,000 in Angel City through a trust for their daughter Olympia. In 2024, investors valued the club at $250 million, showing how fast the market for women's professional sports has developed. The company’s dramatically increasing valuation is one of the indicative signs of increased investors’ interest in women’s football, particularly in the United States.

A club built utilizing community and celebrity backing


Angel City Football Club was awarded an NWSL expansion franchise in 2020 and began play in 2022. From the beginning, the franchise assembled a prominent ownership group, which comprised high-profile celebrities, athletes, entrepreneurs, and eminent businessmen. Now, rather than solely depending on the celebrity factor, the owners of Angel City promoted their club as the one with strong local roots and based on a business model that emphasizes sponsorships, involvement from the audience, and investment in the community. The initiative in turn reflected the growing confidence in the potential of women’s professional sports to deliver significant profits given proper investment. Serena Williams’ family became part of that vision before the club had even played a match, making it a well-timed and calculated investment.

From a quarter-million dollars to a quarter-billion valuation

According to Reuters, Willow Bay and Bob Iger agreed in 2024 to acquire a controlling stake in Angel City FC in a deal that valued the club at $250 million, making it the world's most valuable women's professional sports team at the time. The valuation was a great leap from the early fundraising times for the club and underlined the general optimism around women's sports properties at the time. Increasing attendance figures, growing media rights, rising sponsorship income, and increasing popularity among the public were factors behind investors increasing the value of leading women's teams. Thus, the rise in value shows how quickly a young franchise can build its financial value alongside its sports value.

A changing investment landscape

The growth of Angel City has been part of a larger wave of investments in women’s sports. Professional leagues have been able to secure broadcasting agreements, attract new corporate partners, and expand business opportunities that were once difficult. In terms of investment, teams in women’s sports have been viewed more as businesses with great potential for development than niche sporting ventures.

The trend extends beyond football. Women's basketball, tennis, and other professional leagues have also experienced rising franchise values and growing institutional interest as audiences continue to expand. These developments show that investors are increasingly willing to back organizations with strong long-term growth potential.

More than a celebrity success story

While the celebrity backing of Angel City FC has played a big role in getting more people interested, the club's success is indicative of some broader trends in the economics of women's professional sports. The blend of experienced leadership, marketing, and growing fan support suggests that the value of women's teams is rising faster than many expected.

The Williams family, through Serena Williams, has turned the initial investment of $ 250,000 into one of the greatest growth stories in the sports industry. More broadly, the story of Angel City FC shows how much early investments, good business strategies, and increasing popularity can change the outlook for women's professional sport. What began as support for an expansion club has become a case study in how rapidly franchise values can grow as the market for women's sports continues to mature.