Serena Williams’ venture capital firm, Serena Ventures, recently faced a setback when its attempt to register its trademark was denied by the U.S. Trademark Trial and Appeal Board (TTAB). The trademark application, initially filed in November 2020, was rejected due to the likelihood of confusion with an existing “Serena” trademark owned by VC Management Florida LLC. This existing trademark covers real estate and investment services, areas that overlap with some of Serena Ventures' offerings, leading to the board’s decision to deny the registration.

The TTAB panel, made up of three judges, dismissed Serena Ventures’ argument that its trademark should be distinguished by its focus on real estate. The board pointed out that while some services under the existing trademark are restricted to real estate, others include broader capital investment and financing services without such limitations. Additionally, the board noted the lack of convincing evidence from Serena Ventures that the public would directly connect the firm’s name to Serena Williams, despite recognizing her extensive fame as a tennis player.

In response to the TTAB’s ruling, Hillary Hughes, representing Serena Williams, indicated that the decision not to pursue the trademark registration further was a strategic business choice rather than a reflection of weak legal grounds. Serena Ventures has since undergone a rebranding, now operating as Starfire Ventures. This change aims to support the firm’s growth and longevity independently of Serena Williams’ personal brand in the sports world, positioning it for broader opportunities in the venture capital sector.

Since its founding, Serena Ventures has made significant strides by investing in 16 unicorn companies across sectors such as health, finance, AI, and consumer services. The firm is co-led by Serena Williams as managing partner and Beth Ferreira as general partner. The trademark denial comes amid a period of strategic transition for the firm, emphasizing its intention to build a distinct and sustainable identity in the competitive venture capital landscape beyond Serena Williams’ celebrity.