The WTA is expanding its commercial interests with a new multi-year global partnership with United States investment bank Morgan Stanley, who will become the exclusive Presenting Partner of the WTA’s ‘Come Play’ initiative, which utilises tennis to positively impact communities and encourages girls of all ages and abilities to lead healthy and productive lives on and off the court.
As a proud player within the WTA and a brand ambassador for Morgan Stanley, I couldn’t be more excited about the possibilities to combine our collective resources and networks to further lift women up within the game of tennis and show girls that they can make their dreams a reality. Leylah Fernandez
As part of this global community tennis programme, WTA players, alumnae and coaches participate in tennis clinics and activities to help build the next generation of leaders.
In addition, the partnership will include financial literacy and planning resources for players along with a content series, branding at select WTA events and more.
WTA President Micky Lawler hailed the deal in the organisation’s landmark 50th year. “We are so pleased to announce this partnership with Morgan Stanley.
“As we collectively strive towards a more diverse and inclusive environment for women and girls, our two organisations look forward to making a difference through community ‘Come Play’ events on the WTA Tour and creating content that amplifies this important message.”
The programme builds upon Morgan Stanley’s brand ambassador relationship with Canada’s 20-year-old Leylah Fernandez, a finalist at the 2021 US Open and who holds a career-high World ranking of No 13.
Fernandez was the face of the firm’s ‘See It To Be It’ advert, aimed at inspiring young people to visualise success, and take their shot by offering them a role model they can identify with.
“As a proud player within the WTA and a brand ambassador for Morgan Stanley, I couldn’t be more excited about the possibilities to combine our collective resources and networks to further lift women up within the game of tennis and show girls that they can make their dreams a reality,” Fernandez added.
“Supporting the next generation and giving everyone a shot at success are commitments we share with both Leylah and the WTA,” said Alice Milligan, Chief Marketing Officer, Morgan Stanley. “This new partnership represents our continued efforts to help provide girls in the sport of tennis with the vital tools they need today to be our stars of tomorrow.”
This partnership further supports Morgan Stanley’s overall commitment to diversity and inclusion through initiatives such as the Institute for Inclusion and the HBCU Scholars program aimed at creating a more equitable society and driving diversity, equity and inclusion for the next generation.
In addition, the firm produces the award-winning Access & Opportunity podcast that explores the lived experiences of people who face systemic inequities and sits down with founders, investors, developers, activists and educators who are building a more equitable future today.