Morgan Stanley Is Winning With Serena Williams and Disney

The company builds on that last point with its In the Arena sponsorship, consulting its equity research team about ties between the fashion industry and sports, and what athletes can learn from Williams’ experience with her S by Serena clothing line and WYN Beauty products. It had the equity team delve into potential investments for athletes to consider while asking its banking team to help retiring athletes address business transitions, including acquiring capital.

Morgan Stanley also offers athletes access to its Inclusive Ventures Lab, which brings in company founders from various industries to serve as mentors and walk them through steps, including initial investments and public stock offerings. While Morgan Stanley’s sponsorship of In the Arena allows it to help tell Williams’ story, the partnership with Disney Advertising forced it to ask serious questions about just how it was helping everyone involved.

“How do you bring a set of assets together that provide value to your clients and prospective clients that they couldn’t get on their own?” Milligan said. “Then how do we take this to the next level and bring value to both the person we’re collaborating with—like Serena, like ESPN—as well as the client and prospect that we may be bringing into the experience?”

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