The WTA have significantly contributed to the increase in profile of women's tennis; prior to their formation in 1973, annual prize money in the women's game was around $2million (£1.3 million/€1.5 million), whereas now, this figure now stands at $118 million (£75 million/€88 million) across the WTA's 54 tournaments in 33 countries and the four Grand Slams.

The campaign will run worldwide in print, television and digital format, and will operate with the title "Forty Years of Breaking Barriers. Thank you for inspiring us."

"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," said Stacey Allaster, chairman and chief executive of the WTA.

The print campaign teams up legends of the game from past and present, such as Serena Williams and Billie Jean King

"Has it really been 40 years?" asks women's tennis icon and WTA founder Billie Jean King in the new television advertising campaign.

"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."

The print campaign pairs up five of the current top women's players with five legends of yesteryear, with Serena Williams shown with King, Sharapova with nine-time Grand Slam winner Monica Seles, Victoria Azarenka is pictured alongside seven-time Wimbledon champion Steffi Graf, Venus Williams is alongside Martina Navratilova, who has an incredible 59 Grand Slam singles and doubles titles to her name, and Chinese star Li Na features alongside former WTA President Chris Evert.

WTA founder Billie Jean King stars in the television advert for the "40 Love" campaign

The campaign will run throughout the year and feature a digital programme of online 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 commemorative WTA 40th anniversary book and video; unique content created for the WTA's new television magazine show and ePlayer; and a series of celebration events and promotions throughout the year at WTA events and around the Grand Slams.

There will also be a celebration of women's tennis, bringing the world's top players from past and present together in London on June 30.

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