Sportico has released its list of the 50 highest-paid athletes of all time, and Serena Williams has earned her spot in a way only she could, by making history.
With estimated career earnings of $660 million, Williams is the only woman to break into this elite group, which includes icons from eight sports and 16 countries. The total earnings of these 50 athletes, adjusted for inflation, reach a staggering $53.2 billion.
Serena Williams: From tennis royalty to business mogul
Coming in at No. 40 on the list, Williams continues to shine even after retiring from professional tennis in 2022.
Her placement is not just a nod to her unmatched on-court success, which includes a record $94.8 million in prize money, but a reflection of her off-court dominance in endorsements and business.
Her longstanding Nike partnership, as well as deals with Gatorade, JPMorgan Chase, Audemars Piguet, and Beats by Dre, once brought in as much as $45 million a year.
Her post-tennis career has only amplified her financial momentum.
Serena Ventures, launched in 2017, raised $111 million for its inaugural fund and has backed more than 60 startups, nearly 80% of which are founded by underrepresented entrepreneurs.
Additionally, her beauty brand WYN Beauty, introduced in 2024, is already making waves in the industry with its inclusive product line and striking packaging inspired by her career.
What sets Williams apart is not just her ability to earn but her ability to evolve.
From executive producing the Oscar-winning film King Richard to leading the charge for inclusive beauty products, she’s expanded her brand with authenticity and impact.
As a mother of two, she openly shares the challenges of balancing family and business, admitting that the true cost of success is sometimes time spent away from her daughters.
Still, Williams shows no signs of slowing down, even if she jokes about being “done” launching new businesses.
Whether courtside or at the boardroom table, her presence remains powerful.
And with a net worth of $340 million and a top-100 spot on Forbes’ “America’s Self-Made Women” list, she continues to prove that the next chapter can be just as legendary as the last.
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