As tennis great Serena Williams' career likely came to an end at the U.S. Open on Friday, some may wonder whether her pending retirement will hurt her marketability.

According to several brand and marketing experts, they shouldn't worry, noting that Williams made millions in endorsements, including $45 million in 2021 alone.

"Because of her success in sports, she is now 'The brand'," Marlo Richardson, CEO of Southern California-based Braymar Wines. "Her retirement now opens up her calendar more than ever."

The superstar's latest move shouldn't be a surprise, said entrepreneurs Richardson and Nadia Vanderhall, the CEO at The Brands And Bands Strategy Group. The pair believe Williams has always been fiercely passionate about creating her own narrative.

"One of the things that she's done consistently if you've noticed is that Serena has been an amazing storyteller, she's been talking about her move into business for years and how important it was to not just focus on tennis," Vanderhall said. "She knew that this was in her plans all along."

Here's what some business experts think 'retirement' may look like for one of the world's greatest athletes hangs up her racket for the last time.

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Is Serena Williams retiring?

Many fans are in an "I will believe it when I see it mode," even though Williams, who turns 41 next month and is a 23-time Grand Slam tennis champion, has all but said the U.S. Open might be her last tournament in both an article on Vogue.com, on a recent podcast with good friend Meghan Markle and other interviews.

"Obviously I’m retiring professionally, but it’s also an evolution. I’m doing more business things,” Williams told Markle on the podcast.

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What is Serena Williams' net worth?

Williams has a net worth of $260 million and has made an estimated $94 million playing tennis - the most ever for a female athlete, according to Forbes. Her older sister, Venus Williams, is the next highest earning female athlete ever with more than $43 million playing tennis, according to the Women’s Tennis Association (WTA).