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For Serena Williams, Her Tonal Super Bowl Spot Is More Than an Ad

  • Tennis great was an early investor in the fitness startup
  • Her portfolio now includes several $1 billion-businesses
Serena Williams in a Super Bowl ad for Tonal.
Serena Williams in a Super Bowl ad for Tonal.Source: Tonal

Tennis legend Serena Williams is starring in a Super Bowl ad this Sunday for Tonal Systems Inc.’s home fitness gym, but there’s a whole lot more going on than just another celebrity pitching a product during the big game.

The 23-time Grand Slam singles title winner is also an investor in the company, which was valued at $1.6 billion in a funding round last year. It’s part of a larger Williams portfolio that includes several startups now valued at more than $1 billion, including Impossible Foods Inc., Daily Harvest Inc. and Noom Inc.