WTA COME PLAY PRESENTED BY MORGAN STANLEY

Since its inception in 2018, WTA Come Play presented by Morgan Stanley has been transforming the lives of young girls through tennis, consistently syncing its community efforts with the world’s four major Grand Slam host cities—Melbourne, London, New York, and with Paris likely following soon. Through partnership, inspiration, and investment, it continues to elevate both the sport and the communities it touches.

Overview: What is the WTA “Come Play” Programme?

The WTA “Come Play” initiative, officially titled WTA Come Play presented by Morgan Stanley, is the Women’s Tennis Association’s flagship community outreach effort. First launched in 2018, the programme focuses on using tennis as a tool to empower youth—particularly girls—promoting healthy lifestyles, leadership development, and greater access to sport across diverse communities. It’s supported through a multi‑year global partnership with Morgan Stanley.

Again, it was an honour and a privilege to be part of this amazing event, all at the Elena Baltacha Foundation, were very proud to see girls from our London and Ipswich school networks on the wonderful LTA courts at Roehampton, National Tennis Centre. They represented the Come Play programme, it’s objectives, and of course The Elena Baltacha Foundation in an impeccable manner. This was an incredible opportunity to be coached by our former patron Judy Murray, and a group of WTA professional players, supported by the Morgan Stanley volunteer team, who were all outstanding.

The WTA Come Play presented by Morgan Stanley event held in 2025 at the National Tennis Centre in Roehampton, London is important for young developing girls for several compelling and deeply impactful reasons, and why, The Elena Baltacha Foundation team are always so proud to be involved in this incredible initiative:

Access to Sport in a Safe and Supportive Environment

Many young girls—especially those from underserved or disadvantaged communities—face barriers to accessing sport. These barriers can be logistical (lack of facilities or equipment), cultural (social norms discouraging girls in sport), or financial. The Roehampton Come Play event creates a safe, inclusive, and empowering space where girls are:

• Encouraged to participate regardless of background or skill level
• Provided with professional equipment, coaching, and mentorship
• Surrounded by positive role models in a controlled, welcoming environment

For many of our Elena Baltacha Foundation girls, this event might would have been their first exposure to professional coaching or structured physical activity.

Inspiration Through Role Models

The 2025 Roehampton event featured prominent WTA players like Amanda Anisimova, Leylah Fernandez, Tatjana Maria, and Heather Watson, as well as coaching from Judy Murray—a long-time advocate for girls in sport. This element of the programme is super important. The number of e-mails I receive expressing gratitude for the players commitment to the attending students is overwhelming.

When the professional players interact directly with our girls, it has an incredible affect:

• Girls see themselves reflected in strong, successful women
• They begin to understand that careers in sport (playing, coaching, administration) are possible
• They gain confidence not just on the court, but in their broader lives

Representation is incredibly powerful for young minds. These moments of connection leave lasting impressions for all our foundation girls. I must add, that the teachers are also affected in a very positive way, and always have such great comments regarding the event.

Development of Life Skills

At The Elena Baltacha Foundation, we are committed to life skill development, the Come Play programme delivers outstanding value across these principles.

Tennis is more than a physical sport—it cultivates essential life and leadership skills:

• Resilience and perseverance: Bouncing back after missed shots or tough matches.
• Focus and discipline: Concentrating during rallies, drills, and matchplay.
• Teamwork and respect: Even in a solo sport, players collaborate during clinics and learn sportsmanship.

The Roehampton clinic included sessions on leadership and mentorship, with programmes like “Learn to Lead” (through the Murray Play Foundation), giving girls tools to develop confidence and leadership qualities beyond sport. Judy Murray who was our patron over 12 years, was outstanding, offering high calibre coaching, and bringing an energy that cascaded across all the courts, she was amazing, as always.

Community and Belonging

Elena Baltacha was committed to community spirit, from the very first day she launched her foundation. The Come Play programme supports these values in such a powerful way.

Many girls drop out of sport in adolescence due to feeling out of place or unsupported. The Come Play event:

• Connects girls with peers from similar backgrounds
• Creates a sense of belonging to something bigger—a global community of female athletes
• Establishes long-term relationships with local organisations like our foundation Elena Baltacha Foundation and Murray Play Foundation, ensuring continued engagement after the event.

By embedding the clinic within a broader network of support, it sows the seeds for sustained involvement in tennis and personal growth, all elements that were very important to Elena Baltacha, and are still embedded into the core values of her legacy.

Empowerment Beyond Tennis

I see how tennis affects young girls life on a daily basis, the power that Come Play, can not be underestimated, I am so very proud to see all our girls on the court with Judy and the players.

Tennis is used as the vehicle, but the true impact lies in empowering young girls to:

• Believe in themselves
• Try new things without fear of failure
• Pursue their goals with tenacity

The Roehampton Come Play event is designed to equip girls with agency—to speak up, take space, and see sport as a platform for self-expression and opportunity. All these virtues were clearly being developed on the day of this event. The girls from our London and Ipswich network were clearly benefiting from the personal development opportunity.

Long-Term Legacy Through Local Partnerships

The collaboration with local charities, including ours, The Elena Baltacha Foundation, which works to bring tennis to children in underprivileged communities—ensures that:

• The benefits of the event continue year-round
• Girls from Roehampton and surrounding areas have continued access to training, equipment, and support
• The investment made during the event turns into sustained pathways into tennis and leadership

In 2025, this support included follow-up programmes in 18 schools, through our foundation, which expanded the reach well beyond the single-day event. All at the Elena Baltacha will be committed to ensuring the legacy of this Come Play event in London will be far reaching, through the next years cycle.

Corporate Backing Adds Visibility and Support

The support from Morgan Stanley, has been critical to the impact The Elena Baltacha Foundation has been able to have across our network over the last 3 years. 

Morgan Stanley’s sponsorship doesn’t just bring funding—it brings credibility and visibility. When a major global institution backs girls’ empowerment in sport:

• It sends a message that girls’ sport matters
• It opens doors for more public and private sector investment
• It validates the ambitions of young girls—showing them their dreams are worth serious backing

Why Come Play Matters

The 2025 Roehampton edition of WTA Come Play isn’t just about tennis—it’s a transformational experience that can shift the trajectory of a young girl’s life. By offering access, mentorship, inspiration, and long-term support, it addresses the root causes of gender disparity in sport and builds future leaders—on and off the court.

In a world where girls are too often told what they can't do, Come Play tells them they can—and shows them how. The Elena Baltacha Foundation are proud to be associated with the WTA, Morgan Stanley and the Come Play. I as Chairman, and all our trustees, are truly grateful for the $25,000 that was donated on the day. This ensures that we have the best possible chance to make a difference to the thousands of girls who will attend out tennis school programmes.