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WTA signs new global partnership with Moroccanoil

The Women’s Tennis Association has signed a new global partnership with oil-infused beauty brand Moroccanoil.

As part of the one-season deal, Moroccanoil will become the tour’s Official Hair Care Sponsor, and WTA players will feature in Moroccanoil’s ‘Inspired’ activation.

Under the ‘Inspired’ campaign, Moroccanoil and WTA will release a series of short films showcasing the philanthropic efforts of WTA athletes around the world.

The first of the series was released today at Moroccanoil’s InspiredByWomen.com website, featuring a look at Madison Keys’ anti-bullying work through her FearlesslyGiRL foundation.

Micky Lawler, WTA president, said: “There is a remarkable life story behind each of the WTA’s extraordinary athletes that cannot be told in match wins or record titles.

“The ‘Inspired’ series is a creative and positive platform for both Moroccanoil and the WTA to share how our champions channel their passion off-court into making a difference and blazing new trails.”

The series will continue throughout the WTA season.