Morgan Stanley teams up with First Tee to empower future leaders

Morgan Stanley has launched an ad campaign showcasing its partnership with First Tee.

The campaign, titled “Behind the Drive”, underscores Morgan Stanley’s commitment to youth development through its sponsorship of a youth development organisation that uses golf to tach life skills to children.

The 30-second commercial, which premiered ahead of this year’s The Players Championship, highlights the importance of persistence, resilience, and mentorship in the development of future leaders both on and off the golf course.

A 15-second version of the ad will also run in the coming weeks.

The campaign is part of Morgan Stanley’s broader global brand narrative, "*Old School Grit. New World Ideas."*

It builds on the momentum of the firm’s recent ad featuring PGA Tour professional and Morgan Stanley brand ambassador, Justin Rose, "*From Grit to Vision."*

The "Behind the Drive" spot emphasises the hard work, patience and dedication required behind every swing, focusing on the vital role of coaches and mentors in shaping young athletes' paths to success.

The campaign is set to run across a range of paid media channels leading up to, during and after The Players Championship.

It will appear on targeted online video platforms, paid social media, golf-centric digital spaces on The Athletic and CNN.com, as well as linear and streaming TV networks like CBS Sports, CNN, CNBC, Bloomberg, Golf Channel, NBC Sports, ESPN, Peacock, Paramount, and Discovery+.

Alice Milligan, CMO of Morgan Stanley, said:

“This next chapter in our brand storytelling is one of which I am particularly proud. 'Behind the Drive' captures exactly why we as a firm are so invested in the mission of The First Tee and what, together, we can do to really change the game for the next generation of leaders."