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The 40 LOVE Global Ad Campaign

Legends of the WTA, past and present - from Billie Jean King to Serena Williams - headline a brand new global advertising campaign celebrating the four decades of professional women's tennis.

Published June 21, 2013 12:00

The 40 LOVE Global Ad Campaign
Maria Sharapova, Monica Seles

The WTA launched its new 40 LOVE global print, TV and digital advertising campaign on Tuesday. The campaign is at the center of the WTA's year-long integrated marketing and communications program launched in January that celebrates four decades of the WTA since its founding in 1973.

Check out more from the 40 LOVE global ad campaign: the print ads and the television ads...

Featuring a cast of iconic tennis legends of the past and the present, the campaign release falls on the eve of WTA's 40th birthday. On June 20, 1973, 62 female tennis players, led by Billie Jean King, came together in London just prior to Wimbledon, to officially create the Women's Tennis Association.

Prior to the WTA's formation, the annual prize money available to female tennis players was close to $2 million. Today it's $118 million across the WTA's 54 events in 33 countries and the four majors.

"One of the most powerful things about the WTA is how much our current generation of players is inspired by Billie Jean King and the rest of the game's pioneers, who have paved the way for the success that the WTA is enjoying today," Stacey Allaster, Chairman & CEO of the WTA, commented.

"Has it really been 40 years?" Billie Jean King, founder of the WTA and one of its legends, asks in the new TV spots. "What started as a few women and a dollar has grown to thousands, living the dream - our dream. We were athletes who wanted to compete - and along the way we made history, determined to win, not just for ourselves, but for women everywhere. We've come a long way, baby."

With the headline "Forty years of breaking barriers. Thank you for inspiring us," the print element of the campaign features five of the WTA's current stars, each paired with a legend of the game in a one page ad. Serena Williams echoes King; Maria Sharapova channels Monica Seles; Victoria Azarenka serves up Steffi Graf; Venus Williams mirrors Martina Navratilova; and Li Na is inspired by Chris Evert.

The 30- and 60-second TV spots, Give and Time Flies, feature emotive archive footage of the pioneers of the game and the current roster of stars, all of whom have achieved the World No.1 ranking or won multiple Grand Slam titles. Billie Jean King, fittingly, narrates the TV spots and tells the story of the formation of the WTA against a backdrop of four decades of championship highlights, along with focusing on the characteristics that make professional tennis players the best female athletes in the world: determination, commitment, courage, focus, and, most importantly, passion for the game.

The 40 LOVE global ad campaign is a part of a year-long celebration of the four decades of the WTA, which also includes a year-long promotion of the WTA's historic milestones, headlined by a celebration of women's tennis and the champions of the WTA at an event that will include the gathering of former World No.1s in London on June 30. Other elements of the 40th anniversary campaign include a digital program of fan polls, Top 40 lists and images, and historic moments of the WTA; a global tour of the famed Billie Jean King trophy to WTA events around the world; a WTA 40th anniversary book and video; unique content created for the WTA's new TV magazine show and ePlayer; and a series of celebration events and promotions throughout the year at WTA events and around the Grand Slams.

Earlier this year, the WTA launched a new anniversary 40 LOVE logo to celebrate four decades of women's tennis. This new mark is an extension of the current WTA logo, a distinctive and modern reminder of the captivating athleticism and excitement that has driven the international popularity and growth of women's pro tennis and placed it firmly at the nexus of sport and entertainment.

Fans can follow 40 LOVE all year at wtatennis.com, facebook.com/wta and twitter.com/wta.

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