TTAB Denies Serena Williams 'Serena Ventures' Mark

The Trademark Trial and Appeal Board has denied tennis star Serena Williams a trademark registration for the phrase 'Serena Ventures' for her venture capital business. The board cited a likelihood of confusion with an existing registration for 'Serena' covering overlapping services.

The decision was issued on August 13, 2026. It highlights the challenges faced by applicants whose proposed marks share elements with prior registrations in similar fields.

TTAB proceedings examine factors including the similarity of the marks, the relatedness of the goods or services, and the strength of the prior mark. In this case, the board determined that the shared term 'Serena' created a sufficient risk of consumer confusion.

Williams had sought protection for services related to venture capital and investment activities. The existing 'Serena' registration covers comparable business services.

This ruling adds to recent TTAB activity involving high-profile individuals and brands seeking trademark protection in non-entertainment sectors.

Sources: https://www.law360.com/ip/articles/2513219/serena-williams-loses-bid-to-register-serena-ventures-tm https://www.law360.com/ip