Tennis' Leylah Fernandez Champions WTA’s Come Play Initiative
March 10, 2023
Rising Canadian tennis star Leylah Fernandez has signed on to support the Women’s Tennis Association’s (WTA) "Come Play" initiative which uses tennis to positively impact communities and encourage girls of all ages and abilities to lead healthy and productive lives on and off the court. It is part of her brand ambassador relationship with multinational financial services company Morgan Stanley which announced a new multiyear global partnership with the WTA to become the exclusive presenting partner of the initiative on International Women’s Day.
In March 2022, the two-time WTA champion and past US Open finalist became a Morgan Stanley ambassador as part of her commitment to “expanding access to the game of tennis, especially among underrepresented communities and diverse youth.” Among other programs, she promotes the firm's "Everyone Deserves a Shot At Success" inclusivity initiative aimed at supporting the next generation of leaders and ensuring that they "reflect the diversity of the world they inherit." Fernandez was the face of its “See It To Be It” campaign to inspire young people to visualize success by offering them a role model they can identify with.
Morgan Stanley’s partnership with WTA will accelerate and build upon the pair's commitment to foster inclusivity and drive progress for women in sports. As part of the Come Play global community program, WTA players, alumnae and coaches will participate in tennis clinics and activities to help build the next generation of leaders. It also includes financial literacy and planning resources for players and a content series.
“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,” said Fernandez. “Tennis is not going to be there forever...This partnership will give players confidence, in educating us on financial stability – and gives players confidence that they are in a stable environment."
Founded by Billie Jean King in 1973 on the principle of equal opportunity, the WTA is the global leader in women’s professional sports. It is one of the world’s most recognizable and high-profile sports organizations, consisting of more than 1600 players representing approximately 80 nations. The Hologic WTA Tour is comprised of over 70 events and four Grand Slams, spanning 30 countries and regions across six continents with a global audience of nearly 900 million.
"Supporting the next generation and giving everyone a shot at success are commitments we share with both Leylah and the WTA,” said Alice Milligan, Morgan Stanley’s chief marketing officer. “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.”