Serena Williams is one of the most recognizable athletes in the world. But when it comes to trademark law, being famous does not automatically mean a name is available for registration. On August 12, 2026, the Trademark Trial and Appeal Board (“TTAB”) affirmed the USPTO’s refusal to register SERENA VENTURES, the name Williams used for her venture capital business. The issue was not whether Serena Williams is famous. The issue was an existing federal registration for SERENA co