The Women's Tennis Association will honor four decades of growth and achievements throughout 2013 with a season-long integrated marketing campaign named 40 LOVE, which was launched on Wednesday at the BNP Paribas Open in Indian Wells, the US.

"The WTA has a storied history that is both inspirational and empowering," said Stacey Allaster, chairman and CEO of the WTA. "Billie Jean King's vision has become a reality, and 40 LOVE is a celebration of the world's No. 1 sport for women."

Showcasing the pioneers of the game and the current stars that have contributed to the ongoing success of women's professional tennis, 40 LOVE is an international marketing campaign will utilize multiple platforms, with a focus on increased fan engagement around the world.

Leveraging the WTA's 54 events in 33 countries and the game's global icons, the WTA will honor historic milestones, headlined by a celebration of women's tennis and the champions of the WTA at an event that will include the gathering of former World No 1s in London.

Central elements of campaign include global TV and print advertising featuring current WTA stars and legends, a digital program 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 at WTA events around the world; a commemorative WTA 40th anniversary book and video; unique content created for the WTA's new TV magazine show and ePlayer; and a series of celebratory events and promotions throughout the year at WTA events and the Grand Slams.