The U.S. Tennis Association (USTA) Foundation unveiled the program on September 4 during the U.S. Open Women’s Semifinals, celebrating the sisters’ new chapter in uplifting future generations.

Rooted in the Williams family’s own journey from Compton, California, the program aims to provide the same kind of opportunities that propelled Serena and Venus to global success.

“We are honored to have this program named after our family and are proud to partner with the USTA Foundation to help create the leaders of tomorrow,” the sisters said in a statement. “Our parents always encouraged us to strive for excellence, and tennis provided us the platform to dream big. We believe this program will give others the same chance.”

The initiative will serve young people aged 13 to 25, with an estimated 2,500 participants expected within the next decade. Its “Accelerating Excellence of Future Champions” arm will partner with local organizations to deliver free or low-cost high-performance training, college recruitment guidance, and access to camps and competitions.

Beyond tennis, the program’s additional pillars will fund scholarships, internships, and entrepreneurial training—broadening opportunities for participants with ambitions in fields outside sport.

The move mirrors the Williams sisters’ own evolution into business and investment: Serena with her beauty line WYN Beauty and venture capital interests, and Venus with her fashion label EleVen and tech startup Palazzo.

USTA chairman Brian Vahaly praised the partnership, underscoring the broader cultural impact of the Williams family. “Venus and Serena Williams have inspired millions of people to play tennis, but their impact goes far beyond trophies and titles.

They changed the game in culture, fashion, and business. This program will carry that legacy forward by giving young people the same sense of possibility the Williams family has given us all.”

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