Serena Williams Joins Sorare as Board Advisor to Propel Athletes and Fans Into the Web3 Revolution

Williams to advise company in its expansion across new sports categories and diversity initiatives

Serena Williams joins Sorare as Board Advisor (Graphic: Business Wire)

Sorare, the player-owned fantasy sport game leveraging NFTs, today welcomes Serena Williams as an advisor to its board of directors. One of the most iconic athletes of all-time, Williams is also an entrepreneur, brand builder, and investor at the forefront of sports and technology.

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Sorare is combining NFT collectibles with fantasy sports to drive long-term utility and value for NFTs on the platform and beyond, unlocking a new era of sports fandom on and off the field. Since it was founded in 2018, the company has experienced incredible demand and hypergrowth, increasing its trading volume from $7M in 2020 to $325M in 2021, and reaching more than 1 million users around the world with 230 partnering sports organizations.

In her newly appointed role, Williams will provide guidance to the board on a range of topics, including developing Sorare’s relationship with athletes around the world, advising on Sorare’s strategies to expand into new sports categories, including women’s sports, as well as future impact initiatives for making Web3 more inclusive and diverse.

“Serena Williams is among the most important figures in sports and culture, who has redefined the modern athlete and entrepreneur, including her unprecedented early stage investing successes,” said Nicolas Julia, CEO at Sorare. “The strategic counsel that Serena will bring in building one of the most iconic sports entertainment brands is invaluable. I’m thrilled to have her join the team. Together, we’ll forge new ways for fans to engage with their favorite athletes.”

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Players on Sorare frequently discover a love for new teams and players that they had not previously engaged with, presenting an opportunity for underrepresented, underappreciated and undervalued athletes to reach new audiences. In 2022, the company aims to expand into women’s sports and new sport categories, giving fans new ways of getting invested in diverse sports teams and players, and creating a more inclusive community.

“NFTs have the potential to be a powerful tool for bringing equity and investment to women’s sports. I’m excited to start working alongside Nicolas and the team because they understand the relationship between athletes and fans unlike anyone else in the category, and I believe Sorare will be setting the culture and tone of the future of sports entertainment,” said Serena Williams.

Williams joins the company during a time of rapid expansion and organic growth in the U.S. market. Her expertise building brands, businesses and passionate fan bases – both on and off the court – will help accelerate the company’s growth as it attracts new players and onboards new teams and leagues across sports categories and geographies. Together, Sorare and Williams aim to build the future of sports entertainment on Web3, allowing everyone to own a piece of the games they love, whether that be in soccer or in other US sports to come.

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