Tennis star Serena Williams has pumped more than $1 million (£760,000) into a British sports venture names OpenSponsorship.
OpenSponsorship, founded by Manchester-born entrepreneur Ishveen Jolly, is a site that connects athletes with sponsor brands. The
website, which first launched in the US, will use the funds to enter
the UK market. Former Team GB swimmer Charlie Turner will join the
board. Jolly was a former sports agent who became frustrated with the complex process of landing sponsors for athletes. She created OpenSponsorship in 2015.
The latest investment from Williams takes
the firm's total fundraising to $5.5million. Other investors include
Crystal Palace part-owner David Blitzer and former basketball player
Baron Davis. Williams made the
investment through her firm Serena Ventures, which has backed tech
start-ups including Propel and Cointracker. OpenSponsorship
has more than 12,000 athletes globally including former footballer
Wayne Rooney and basketball star LeBron James.
Brands
including Foot Locker and Levi's have used the organisation to find
athletes and teams for product placements, endorsements, event
appearances and speeches.
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