Serena Williams Forever Changed How Brands See Female Athletes

September 3, 2022

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. Bloomberg.