Ministry of Sport

Serena Williams Matches With Bumble In New Marketing Campaign

39 time Grand Slam title winner, Serena Williams, has matched with Bumble as the dating app looks to promote its latest features.

The Tennis legend will become the face of Bumble for the next 12 months, as the company introduces its friend-finding Bumble ‘BFF’ function, as well as its business networking addition ‘Bumble Bizz’.

The new marketing campaign will see Williams deliver an important female empowerment message through ‘the ball is in her court’ campaign, which is expected to be broadcast during the National Football League’s (NFL) Super Bowl on February 3rd.

As part of the arrangement between Williams and Bumble – which was founded by Tinder co-founder Whitney Wolfe Herd – the tennis star will also serve as a global adviser to the company.

Williams told Reuters that Bumble is expecting a Super Bowl TV slot, she added: “We want to make noise and this is the best and perfect place to make the biggest noise that we can.”

On the campaign message, she said: “Society has taught us as women to kind of sit back and not necessarily be the first one to speak up.

“We want to take that and flip the story.

“We are letting people know we are not afraid. We no longer want to cower. We want to stand up.”

“I would not be where I am today had I let the fear of making the first move hold me back.”

The Australian Open, which begins on the 14th January, will provide Williams with an opportunity to win her eighth singles title.

Shaun Carney

Shaun Carney