Tennis icons Serena and Venus Williams are stepping into a new arena—this time as co-hosts of a video podcast launching this summer, in an exclusive partnership with X (formerly Twitter).
The podcast will be co-hosted by the Williams sisters and promises to spotlight “visionaries, creators, and rulebreakers,” blending insightful conversations, light-hearted banter, and personal storytelling. It marks the next chapter in the sisters’ journey from global athletes to media powerhouses.
“This platform gives us the chance to engage directly with our fans who have supported us throughout our careers,” the duo shared in a statement. “We’re excited to connect with audiences, old and new, in a way we’ve never done before.”
From Centre Court to Centre Stage
While both sisters have been household names for over two decades, this podcast signals a clear pivot: building personal media empires beyond the tennis court. The show will debut exclusively on X, with full-length episodes made available on other platforms later.
Serena’s Nine Two Six Productions, launched in 2023, will produce the series, showcasing her ongoing commitment to controlling her narrative and brand. Meanwhile, Venus recently debuted as a tennis commentator during the 2025 Roland Garros on TNT—further solidifying her post-playing presence in media.
The Bigger Picture: Direct-to-Fan Media Is the Future
This move is part of a larger shift among athletes opting for direct-to-audience storytelling, bypassing traditional networks. Much like Cristiano Ronaldo’s YouTube content, the Williams sisters are leveraging platforms where they own the content, the narrative, and the relationship with fans.
This isn’t just a media launch—it’s a playbook for:
- Monetising athlete IP
- Creating evergreen brand value
- Blending sport, celebrity, and culture into owned content formats
What This Means for Brands, Media, and Athlete Enterprises
At 365247 Consultancy, we believe this announcement represents more than just a celebrity podcast. It signals the rise of Athlete-Owned Media Ecosystems—a trend reshaping how influence, IP, and audience trust are monetised.
Here’s what brands and athletes should take away:
1. Athlete-Led Media Is the New Premium Inventory
Legacy broadcasters are no longer the gatekeepers. Brands that want authentic engagement must start co-creating with athlete-owned platforms, not just sponsoring athletes.
2. Social Platforms Are Becoming Media Networks
The partnership with X reflects the platform’s ambition to reposition itself as a long-form content hub. Expect more athletes and creators to follow—and brands to seek channel-exclusive deals instead of just ads.
3. Women in Sports Media = Untapped White Space
The Williams sisters bring decades of credibility and a massive fanbase—yet the women-led athlete media space is still under-commercialised. Early movers can shape the space.
Whether you’re a:
- Current or former athlete
- Brand wanting to partner on athlete-led IP
- Startup or media house exploring creator-led formats
- Club or federation rethinking content and influence
At 365247 Consultancy, we help design, scale, and monetise athlete-first media ecosystems that create both value and voice.
Book your introductory call here.
Join the 365247 Community here.
IMAGE: IPA
