American tennis superstar Serena Williams has just announced an investment into cryptocurrency exchange giant Coinbase, further cementing the reputation of blockchain and crypto-related businesses among savvy investors.

Posting to her tens of thousands of followers on Instagram, Williams shared that her investment company, Serena Ventures, had already invested in at least 21 companies, based on their respective logos in a slideshow. The Coinbase logo was nestled among the “few brands” in the firm’s portfolio:

While celebrity affiliation with cryptocurrency is not new, with even more popular global sports figures such as Lionel Messi and Cristiano Ronaldo already affiliating themselves with branded cryptocurrency, this announcement comes with a slightly more significant flavor. While others were simply promoting a particular crypto-themed product, Serena Ventures has actually invested in startups and companies that “embrace diverse leadership, individual empowerment, creativity and opportunity”. Clearly, the Coinbase selection goes far beyond cryptocurrency and blockchain, and proves that it can show its mettle alongside more easily understood industries.

Launched in 2014, the fund has now invested in 30 startups. The official website shows that invested firms now have a combined market cap of over USD 12 billion. The exact amount invested in Coinbase was not revealed. Williams, who has won four Olympic gold medals, has so far received over 27,000 likes on Instagram for the post after only five days.


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