WTA announces new multi-year global partnership with Morgan Stanley

WATCH: Fifty Years of the WTA, Chapter 2: Red Hot Women's Tennis

Nearly a year to the date since the WTA Tour announced a landmark title sponsorship with Hologic, the organization is once again kicking off Women’s History Month by unveiling another partnership deal.

In its landmark 50th year, the WTA has joined forces with Morgan Stanley, one of the world’s leading investment banks and wealth management firms, in a new multi-year global partnership unveiled on Wednesday.

Former US Open finalist and world No. 32 Leylah Fernandez, a global brand ambassador for the firm, was on hand in New York City for the launch event alongside WTA president Micky Lawler and Morgan Stanley's chief marketing officer Alice Milligan.

The two organizations will work to foster inclusivity and expand access to the game of tennis, and especially to drive progress for women in sports through their partnership.

Morgan Stanley will become the exclusive presenting partner of the WTA’s Come Play initiative, which uses 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 part of the program, current and former WTA players and coaches participate in tennis clinics and activities throughout the season to help build the next generation of leaders.

“We are so pleased to announce this partnership with Morgan Stanley,” said Lawler, WTA president. “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 Hologic WTA Tour and creating content that amplifies this important message.”

The program will build upon Morgan Stanley’s brand ambassador relationship with 20-year-old Fernandez. The Canadian is the face of the firm’s “See It To Be It” ad, meant to inspire young people to visualize 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 said.

The partnership will also provide financial literacy and planning resources for players, along with a content series, branding at select WTA events and more.

"Supporting the next generation and giving everyone a shot at success are commitments we share with both Leylah and the WTA,” said Milligan, the chief marketing officer at 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.”