Serena Williams delivered a blunt assessment of her future during a panel at the Milken Institute Global Conference in Beverly Hills. “This part of my career is going to be much bigger than anything I’ve ever done before,” the tennis icon said on stage, framing her venture capital investments as her most significant endeavor yet. Williams, who co-founded Serena Ventures in 2014, has built a portfolio of over 60 companies, including early bets on brands like Daily Harvest and MasterClass. Her comments underscored a growing trend among high-profile athletes and entertainers who transition from fame to financing startups.

Eva Longoria joined Williams on the panel, detailing how her investment firm, UnbeliEVAble Entertainment, blends entertainment with entrepreneurship. Longoria, known for her role in Desperate Housewives and films like Over the Top, emphasized the role of storytelling in pitching to investors. “You don’t have to be a tech expert to spot a good idea,” she said. “What matters is the vision and the team behind it.” Longoria’s firm has backed companies in food tech and sustainable fashion, leveraging her celebrity platform to attract capital.

Kevin Yorn highlighted a different angle: the intersection of law, finance and Hollywood. As a partner at Yorn Capital, which he co-founded in 2016, Yorn focuses on media and entertainment investments, including production companies and digital platforms. “Stars bring more than money to the table,” Yorn said. “They bring access, influence and a built-in audience.” His firm has invested in projects tied to personalities like Dwayne Johnson, blending traditional Hollywood deals with modern venture capital.

The trio’s remarks reflect a broader shift in how celebrities monetize their brands beyond endorsements. While some stars launch venture funds, others take advisory roles in startups or invest as angels. The strategy offers financial returns and a way to stay relevant in industries outside entertainment. According to a 2023 report by Crunchbase, celebrity-led funds have invested over $1 billion in startups since 2020, with a focus on consumer tech, wellness and sustainability.

Williams, Longoria and Yorn also addressed the challenges of transitioning from public figures to private investors. Williams admitted that skepticism greeted her early venture moves, noting that some questioned whether a tennis player could succeed in Silicon Valley. “I had to learn the language of startups,” she said. “It’s not about being famous; it’s about being prepared.” Longoria added that dealmaking requires patience, as celebrity investors often face higher expectations than traditional VCs.

The discussion at the Beverly Hilton underscored how fame can open doors—literally. Williams recalled walking into meetings where her presence alone sparked interest, but she stressed that investors ultimately backed her team’s expertise. “I’m not just a face,” she said. “I’m a partner who rolls up her sleeves.” Yorn echoed this, noting that his legal background helps bridge gaps between creative talent and financial backers.

For aspiring celebrity investors, the message was clear: leverage your platform, but build a real competency in the field. Williams, Longoria and Yorn agreed that the next wave of star-led funds will likely expand into AI, climate tech and healthcare—sectors where consumer awareness drives both investment and adoption. Their strategies suggest that the line between entertainment and entrepreneurship is blurring, creating new opportunities for those willing to bridge both worlds.

The Milken Institute panel capped off a week of discussions on the evolving role of celebrities in finance. With more stars launching funds or joining boards, the trend shows no signs of slowing. For Williams, Longoria and Yorn, the goal isn’t just to back winners—it’s to prove that fame can be a foundation, not just a footnote, in the business of innovation.

What You Need to Know

  • Source: Variety
  • Published: May 16, 2026 at 18:54 UTC
  • Category: Entertainment
  • Topics: #variety · #movies · #hollywood · #startups · #venture-capital · #themselves

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Curated by GlobalBR News · May 16, 2026

🇧🇷 Resumo em Português

O mundo das celebridades nunca esteve tão ligado ao universo dos negócios como agora, e três estrelas globais mostram como transformar fama em poder de investimento. Serena Williams, Eva Longoria e Kevin Yorn não são apenas nomes de sucesso em suas áreas — no esporte, cinema e música, respectivamente —, mas também players estratégicos no mercado de venture capital, aplicando não só dinheiro, mas visão e rede de contatos para impulsionar startups e projetos inovadores.

No Brasil, onde o ecossistema de startups cresce a passos largos e a cultura de investimento em negócios ainda engatinha, o exemplo dessas celebridades ganha ainda mais relevância. Enquanto figuras como Williams e Longoria usam seus nomes e experiências para atrair fundos e mentorias, o país ainda busca referências de como unir entretenimento e empreendedorismo de forma estruturada. Aqui, casos como o de grandes nomes do futebol que investem em empresas — como Neymar com a fintech Z4 ou Ronaldo com a 9INE — já sinalizam uma tendência, mas o modelo de venture capital ainda é tímido entre os artistas brasileiros.

Com o mercado de startups brasileiro atingindo cifras recordes — mais de US$ 5 bilhões investidos em 2023 — e a busca por visibilidade global cada vez mais forte, a estratégia dessas celebridades pode inspirar uma nova onda de empreendedorismo no país.