#tbt, Money Moves: How Serena Williams set herself up for life after retirement
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By Apr 13, 2025#tbt, Money Moves: How Serena Williams set herself up for life after retirement
The 23-time Grand Slam champion has been preparing for the chapters beyond tennis since the moment she lifted her first WTA trophy.
Published Aug 11, 2022
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Serena signed her first major endorsement deal with Puma in 1997.
© 1999 Getty Images
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Long before Serena (left) climbed up the rankings, Richard Williams made sure his daughter's Puma contract included performance bonuses for when she reached the Top 10.
© 2016 Getty Images

Serena’s corporate partnerships are now a double digit who’s who list of blue-chip brands, including her biggest sponsor: Nike.
© 2012 Getty Images
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In 2016, Serena became the world's highest paid female athlete, earning almost $29 million in a single year.
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Serena’s record $94.6 million in career prize money is more than double the WTA Tour’s second-highest earner: big sister Venus with $42.3 million.
© 2018 Getty Images