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Tribune News Service
Tribune News Service
Sport
Ella Ceron and Kim Bhasin

Serena Williams forever changed how brands see female athletes

Serena Williams Ore NIke Tennis US Open Vogue

Serena Williams's US Open adventure is over, capping a glittering 27-year career that defined a new era of tennis and inspired sponsors to take female athletes more seriously.

Williams lost to Australia’s Ajla Tomljanovic in three sets at Arthur Ashe Stadium in New York on Friday, a day after she and her sister Venus exited the doubles competition after a first-round loss. Serena is expected to retire.

The sisters helped usher in a new era of sponsorships for female athletes over their decorated careers. Jeff Kearney, global head of sports marketing for Gatorade, said Serena has made a permanent impact on marketing budgets everywhere and her overwhelming success convinced the Pepsico Inc. division, which first partnered with Williams in 2009, to spend more on female athletes.

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