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.