{"id":12740,"date":"2023-09-07T15:40:32","date_gmt":"2023-09-07T15:40:32","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/why-morgan-stanley-is-betting-on-womens-tennis\/"},"modified":"2023-09-07T15:40:35","modified_gmt":"2023-09-07T15:40:35","slug":"why-morgan-stanley-is-betting-on-womens-tennis","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=12740","title":{"rendered":"Why Morgan Stanley is betting on women\u2019s tennis"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">It\u2019s US Open szn, and whether fans are sipping Honey Deuce cocktails in Flushing Meadows or watching from home, there\u2019s plenty of brand activity around the courts.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Morgan Stanley is one of the many companies serving up ads tied to tennis. This year, the investment bank is running a multi-channel campaign featuring 2021 US Open finalist Leylah Fernandez designed to highlight the brand\u2019s partnership with the Women\u2019s Tennis Association, CMO Alice Milligan told Marketing Brew. It\u2019s the second year in a row that the brand has run paid ads with Fernandez around the tournament.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\"><strong>Boundary: <\/strong>The campaign, called \u201cBoundary,\u201d centers on promoting inclusivity in the sport. At the end of the 30-second spot, which was made with the help of creative agency The Marketing Arm and directing duo Salsa, Fernandez declares that \u201cthis game is for everyone.\u201d<\/p>\n<p><iframe loading=\"lazy\" title=\"Morgan Stanley: Boundary\" width=\"1170\" height=\"658\" src=\"https:\/\/www.youtube.com\/embed\/WQRgLZ-BKrU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">The ad was made with a broad target audience in mind, but Milligan said that \u201cyounger, female, and diverse audiences,\u201d are some of the customers Morgan Stanley is aiming to attract. The ad is running on digital video, social, and streaming and linear TV networks including ESPN, ESPN2, and Tennis Channel, she said.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">There\u2019s also a digital out-of-home component to the campaign: a 3D billboard outside Penn Station in New York City that will be up through Sept. 22.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\"><strong>Background:<\/strong> Morgan Stanley was involved in women\u2019s tennis even before it was an official global WTA partner. The company first brought Fernandez on as a brand ambassador last year, and when \u201cthe reception was overwhelmingly positive,\u201d Morgan Stanley started to talk to the WTA about forming a relationship, Milligan said.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">In March, Morgan Stanley and the WTA announced a multiyear partnership that, like the brand\u2019s other sports partnerships, was built to help \u201caccelerate progress for women in sports,\u201dMilligan said. As part of the partnership, Morgan Stanley serves as the exclusive presenting partner of the WTA\u2019s Come Play initiative, a community outreach program that offers clinics with current and former WTA players and coaches to girls of all ages. Morgan Stanley also runs financial empowerment sessions for players and produces a content series about players\u2019 lives on and off the court, Milligan said.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-8ccc5960-1 jArFiG\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-5a46198a-12 cVdxJM inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-5a46198a-12 iEaGlZ inline-subscribe\">The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201cThere\u2019s a couple of really important components to helping girls be successful in sports,\u201d she told Marketing Brew. \u201cThat\u2019s access to education, tools, coaches, mentors, and successful players that look like them.\u201d<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">As part of Fernandez\u2019s brand ambassadorship with the investment bank, the tennis player has volunteered during the company\u2019s community service days, participated in a fireside chat with Billie Jean King for Morgan Stanley employees, and has appeared in multiple ad campaigns, including last year\u2019s \u201cSee It To Be It\u201d\u2014an apparent reference to King\u2019s famous words, \u201cYou have to see it to be it.\u201d<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\"><strong>Behind the scenes: <\/strong>Morgan Stanley works with a handful of players through its partnership with the WTA, Milligan said, but Fernandez is one of just three official brand ambassadors who wear the company\u2019s logo while they play, and the only tennis player. (The other two are pro golfers Justin Rose and Cheyenne Woods.)<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">When evaluating potential athletes for partnership, Milligan said she looks for individuals whose values align with the brand\u2019s, who appeal to the brand\u2019s audiences, and who can contribute to its DE&amp;I platform. Fernandez was \u201cclearly a fantastic fit,\u201d Milligan said.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201cHer values, what she stands for, how she presents herself, what she wants to cause in the world, were very consistent with what we want to do as a firm,\u201d Milligan told us. \u201cThe leadership she shows as a young woman in the sport, not only just in terms of her own personal success, but her willingness to reach out to younger audiences, to diverse audiences, and to make them feel a part of the sport\u2026that\u2019s what first attracted us to her.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/09\/07\/why-morgan-stanley-is-betting-on-women-s-tennis?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s US Open szn, and whether fans are sipping Honey Deuce cocktails in Flushing Meadows or watching from home, there\u2019s plenty of brand activity around the courts. Morgan Stanley is one of the many companies serving up ads tied to tennis. This year, the investment bank is running a multi-channel campaign featuring 2021 US Open [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":12741,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-12740","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why Morgan Stanley is betting on women\u2019s tennis | Brandiary<\/title>\n<meta name=\"description\" content=\"It\u2019s US Open szn, and whether fans are sipping Honey Deuce cocktails in Flushing Meadows or watching from home, there\u2019s plenty of brand activity around\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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