Serena Williams teams up with Bumble dating app

Serena Williams is not a player, she just swipes a lot.

Or something like that. In a different sort of match, she and dating platform Bumble have linked up for a year-long campaign set to empower women. It will be titled "The Ball Is in Her Court," and seeks to build up its female user base's belief that they can serve it up first in dating and business opportunities. CEO Whitney Wolfe Herd tweeted that cozying up to Serena has been in the works for Bumble a good while.

*Forbes* took a lookat the pros and cons of such an arrangement, and overall says the brand aces the concept of this partnership. What it doesn't note is that Serena has transitioned away from seeking to inspire millennials in general to focusing especially on working mothers and other parents.

The announcements adds a dating service to Serena's exhaustive list of endorsements, which already include Beats by Dre, Gatorade, Wilson, Berlei and numerous others.

Stay tuned as to whether Bumble puts out for a Super Bowl ad featuring Serena. For now, it's only going so far as to say that the GOAT-fronted campaign will kick off around the time of that marquee TV event.

Follow Jon on Twitter @jonscott9.