Mr Kelly's Consello will be Ms Williams’ business partner, assessing all business opportunities and interests in the world of sports, retail and philanthropy.
"Serena sees a new future for how athletes and other high performers approach business in tandem with, or after, their competitive careers. Consello shares this vision," he added. "I have had the honour of collaborating with Serena for more than 20 years. This new partnership unites Serena’s very significant business platform with our own at Consello and represents an amazing opportunity for growth across industries that we both love - sports, retail, health and wellness, as well as philanthropy, that will create both business and societal impact," Consello Partner Mindy Grossman said.
The former United captain and eight-time Premier League winner is to take a pivotal role in Kelly’s Consello Strive business, which he launched in the US in January when he announced his partners would include seven-time Super Bowl champion Tom Brady.
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