Serena Williams will star in a year-long marketing campaign for social networking app Bumble, kicking off with a message of women's empowerment during the Super Bowl. Bumble began in as a dating platform for women to start discussions with potential male partners, but the company is now aiming to promote newer functions, Bumble BFF and Bumble Bizz, which help women find friends and build business networks, alongside dating. In dating app for athletes campaign called "The Ball is in Her Court," Williams will urge women to make the first move in all aspects of their lives. We want to take that and flip the story," Williams told Reuters. We want to stand up. Williams, one of the world's top athletes, will compete for a record-tying 24th Grand Slam singles title at the Australian Open this month. She was 's highest-paid female athlete according to Forbes magazine, in part thanks to her broad endorsement portfolio including a seat on the board of tech company SurveyMonkey. Williams helped create the Bumble campaign, which was developed and produced entirely by women, and will serve as global adviser to the company. The campaign will appear across multiple platforms, Bumble said, and its debut will coincide with the Super Bowl, the annual U. Bumble declined to say if the campaign will include a TV commercial during the game, but Williams said the Super Bowl was "a great opportunity for women's voices to be heard louder. Whitney Wolfe Herd, who founded Bumble to shift the power dynamics of dating and serves as chief executive, was initially "ridiculed" for the idea that women should initiate conversations, she told Reuters. The app now has more than 47 million users worldwide and competes with services such as Tinder and Facebook's new dating option. It's about men and women having healthier relationships and conversations. In October, Wolfe Herd said Bumble was considering an initial public offering of stock. Skip to main content Skip to navigation. Serena joins Bumble in woman-first campaign. AO live blog: Fritz advances, Medvedev up next on Day 3. Medvedev smashes net camera, avoids huge upset. Fritz cruises; Monfils, 38, thrills in 5-set triumph. Navarro outlasts Stearns in all-American marathon. Osaka helper gets birth certificate from L. Kyrgios hints at retirement after Round 1 loss. Djokovic, Alcaraz win in 1st round at Aussie Open. Sinner pushed but opens repeat bid with 3-set win. As Djokovic's career nears the end, his unrivaled greatness stands out even more. Coco Gauff breaks down Marvel-inspired outfit after Australian Open win. Ranking the top contenders at the Dating app for athletes Open. Email Print.
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