A lifelong pioneer for inclusion and equality in tennis, Billie Jean King will take up a new role as the Fed Cup by BNP Paribas’s first-ever global ambassador, the ITF announced today.

In addition to being a former World No.1 and 39-time Grand Slam champion, King was also heavily involved in Fed Cup during her time on tour, racking up four Fed Cup trophies and recording four seasons as the United States Fed Cup captain. The former WTA founder will serve as the first ambassador for the world’s largest annual women’s team sports competition and as a figurehead of the Fed Cup by BNP Paribas brand.

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“It’s simple. I love Fed Cup,” King said. “My memories of playing Fed Cup and the friendships I forged at that time, remain many of my strongest and most cherished.  This is a unique competition and a powerful global brand built upon the value of team performance and spirit.

“I am proud to be a driver of this movement and work together with the ITF to champion equality in tennis.”

In addition, the ITF has also announced the integration of its flagship women’s team competition with the federation’s gender equality initiative, Advantage All, which launched in 2018. Committed to driving inclusion and equality in tennis, the ITF “aims to build Fed Cup as a platform to drive awareness about gender equality in tennis and empower future women leaders.”

“Billie Jean King’s name is synonymous with women’s tennis, equality and inclusion,” said Katrina Adams, the Fed Cup Committee Chair, ITF Gender Equality in Tennis Committee Chair and ITF vice president. “Through Billie’s work in tennis and other sports, we can build a bridge with all women’s sports.

“Work is underway at the ITF and with its major stakeholders to build a bigger, better and bolder Fed Cup competition and we have ambitions for the brand. We believe that with Billie alongside us, this is a sign of great things to come.”

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ITF President David Haggerty added, “We are thrilled that Billie Jean King has chosen to join the ITF on this journey. Billie’s involvement not only elevates Fed Cup as a driver of equality but in our commitment to fulfil the pledge we made to our National Associations during the 2018 AGM [Annual General Meeting] that we will unlock the full potential of the ITF women’s competition in a way that will provide greater investment into the future of the sport.”

Click here to visit FedCup.com and learn more about the ITF’s Advantage All program.