King led player efforts to support the first professional women's tennis tour in the 1970s called the Virginia Slims, founded by Gladys Heldman and funded by Joseph Cullman of Philip Morris. Once the tour took flight, King worked tirelessly to promote it even though many of the other top players were not supportive. "For three years we had two tours and because of their governments Navratilova and Olga Morozova had to play the other tour. Chris [Evert, Margaret Virginia [Wade, they let us do the pioneering work and they weren't very nice to us. If you go back and look at the old quotes; they played for the love of the game, we played for the money. When we got backing and money, we were all playing together – I wonder why? I tried not to get upset with them. Forgiveness is important. Our job was to have one voice and win them over."