Sorare, the blockchain gaming startup, welcomes celebrated US tennis champion Serena Williams to its board of directors, with plans to expand in 2022 to women’s sports. 

Williams, an athlete but also an entrepreneur, enters the world of esports and NFT with enthusiasm and will provide strategic advice to the startup to strengthen the relationship between the company and athletes around the world. 

Serena Williams joining Sorare’s Board of Directors

Following its resounding record $680 million funding round in September 2021, Sorare has now decided to introduce one of the greatest tennis players of all time to its board of directors, Serena Williams. 

Sorare is a fantasy soccer game that runs on the Ethereum blockchain and allows users to buy NFTs of famous players such as PSG’s Lionel Messi or Borussia Dortmund’s Erling Haaland, deploy them in fantasy leagues, and trade them with other users.

Williams is also a celebrated entrepreneur, brand builder and investor at the forefront of sports and technology.

Her entry aims to develop the relationship between Sorare and athletes around the world and to participate in the French Web3 startup’s expansion into new sports categories, with a focus on women’s sports. 

In this regard, Nicolas Julia, CEO of Sorare said:

“Serena Williams is among the most important figures in sports and culture, who has redefined the modern athlete and entrepreneur, including her unprecedented early stage investing successes. The strategic counsel that Serena will bring in building one of the most iconic sports entertainment brands is invaluable. I’m thrilled to have her join the team. Together, we’ll forge new ways for fans to engage with their favorite athletes”.

Sorare and Serena Williams to include women’s sports in Web3

In 2022, Sorare, together with Serena Williams, are aiming to include women’s sports in this fast-growing Web3 NFT and esport combination. 

In this regard, Williams commented:

“NFTs have the potential to be a powerful tool for bringing equity and investment to women’s sports. I’m excited to start working alongside Nicolas and the team because they understand the relationship between athletes and fans unlike anyone else in the category, and I believe Sorare will be setting the culture and tone of the future of sports entertainment”.

And indeed, for Paris-based Sorare, founded in 2018, Williams’ appointment coincides with a planned push into the North American market – with a specific focus on women’s sports. 

As of December 2021, the startup had 260,000 monthly active users in 180 countries. Sorare has IP licensing agreements with 230 men’s soccer clubs and leagues, including LaLiga in Spain, Bundesliga in Germany, J League in Japan, MLS in North America and Juventus in Italy. 

The UK investigation by the Betting Commission

Once again, the issue between regulation and crypto led Sorare to be put under investigation by the UK Betting Commission last October 2021. 

The cause was that the French startup had no license to operate for gambling and that’s why the Gambling Commission was conducting its investigation on the company. 

At the same time, Sorare allegedly responded that it did not need any license to operate. Specifically, here’s what they wrote

“When a product with a nascent technology becomes successful, such as Sorare’s digital collectable cards and game, it is normal and expected to be regulatory questions”.

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