Morgan Stanley will be 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 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," Lawler said.

"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 number 13.

Fernandez was the face of the firm's "See It To Be It" advert, meant to inspire young people to visualise success and take their shot by offering them a role model they can identify with.

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

"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."