Citizen has partnered with former world number one professional tennis player, Billie Jean King, and her non-profit, the Billie Jean King Leadership Initiative, to advocate gender equality and address critical social issues.
“It was a natural choice for us to partner with such an inspiring individual, such as Billie Jean King, who holds true many of the same ideals as Citizen,” says Ellen Seckler, executive vice-president of marketing at Citizen Watch Company. “King’s non-stop initiatives to bring equality and fairness to the world, sports, and beyond, mirrors Citizen’s existing efforts to empower and support our younger generations.”
After King defeated men’s tennis player Bobby Riggs in the renowned ‘Battle of the Sexes’ match, she went on to found the Women’s Tennis Association (WTA), Women’s Sports Foundation (WSF), and co-found World Team Tennis (WTT).
“I’m thrilled to be part of the Citizen watch family, which over the years has distinguished itself by supporting causes focused on equality,” says King. “Together with Citizen and the Billie Jean King Leadership Initiative, we will present many exciting programs and amplify the message of equal rights, equal pay, and other issues important to both men and women.”
The announcement comes just in time for the 2017 U.S. Open Tennis Championships, which commemorates the brand’s 25th anniversary as the official timekeeper of the tournament.
