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The Women’s Tennis Association (WTA) has today (March 1) announced a multi-year global partnership with financial advisory giant Morgan Stanley.

Through the tie-up, Morgan Stanley becomes the exclusive presenting partner of the Come Play initiative by the WTA, a project which aims to use tennis “to positively impact communities and encourages girls of all ages and abilities to lead healthy and productive lives …”

The partnership will cover “financial literacy and planning resources for players” alongside a content series, as well as branding at select WTA events and tournaments.

Morgan Stanley already has a deal in place with rising WTA star Leylah Fernandez, who is a brand ambassador and has been the face of the financial company's ‘See It To Be It’ advertising campaign.

Micky Lawler, president of the WTA, has said: "As we collectively strive towards a more diverse and inclusive environment for women and girls, our two organizations look forward to making a difference through community Come Play events on the WTA Tour and creating content that amplifies this important message."

Alice Milligan, Morgan Stanley’s chief marketing officer, added: “Supporting the next generation and giving everyone a shot at success are commitments we share with both Leylah and the WTA. 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."

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The WTA’s title sponsor, through a multi-year agreement signed off last March, is international medical device firm Hologic.

The deal also entails Hologic acting as the WTA’s official health partner and equality champion.

image: Christopher Pike/Getty Images