Reckitt has selected Serena Williams as its doubles partner for a new plan to serve up support for health and hygiene startups around the world.
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The consumer health giant unveiled the Reckitt Catalyst program during the Cannes Lions festival in France last week, where the company and Williams announced the opening of applications for entrepreneurs to request the program’s backing.
The initiative has committed up to 10 million pounds sterling ($13.5 million) over the next five years. Reckitt plans to dole out the money to as many as 200 startups, all led by women and members of other underrepresented groups and aimed at improving access to healthcare, water, sanitation and other hygiene needs. According to the company, by supporting and scaling up the fledgling startups, the project could ultimately help improve health and hygiene for about 5 million people globally.
The program will span more than a dozen countries. In the U.S., Reckitt Catalyst’s lead partner will be VC firm Acumen America, while Yunus Social Innovation and Health Innovation Exchange will help out across Africa, Asia and Latin America.
As the inaugural entrepreneur-in-residence for the program, Williams will offer mentorship and support to the founders selected for participation.
“Some of the world’s most pressing healthcare challenges can be solved by bold, innovative ideas—if they are given the right support to thrive and scale. This includes mentorship, funding and unwavering belief,” the tennis pro said in a statement. “I’m honoured to offer that as Reckitt’s Entrepreneur-in-Residence and excited to share what I’ve learned in both business and sport to help visionary ventures grow.”
Since its launch a decade ago, Williams’ Serena Ventures fund has supported several health-focused startups, including digital therapeutics developer Virtue Health, at-home cervical cancer test maker Teal Health, virtual weight loss program Noom and maternal digital health company Mahmee.
Elsewhere in biopharma, Williams has for several years served as a celebrity spokesperson for AbbVie’s migraine drug Ubrelvy.
Reckitt noted in the announcement that the new Catalyst initiative builds on the company’s recent work to support around 60 entrepreneurs across 13 countries since 2020. Several of those founders were also in attendance at Cannes, including Tayaba CEO Nida Sheikh, who discussed how Reckitt’s support has helped scale up the startup’s work to produce clean drinking water in Pakistan.
