BASEL, Switzerland: Tennis icon Roger Federer has enetered into a long-term cooperation agreement with Switzerland Tourism as its official brand ambassador to promote his native country globally.
Further to the partnership, the compensation for his appearances as new ambassador for ST will go to the Roger Federer Foundation, supporting disadvantaged children in Switzerland.
Martin Nydegger, CEO, Switzerland Tourism said: “This is a perfect match, because Switzerland and its unblemished nature have clearly contributed to Roger’s unprecedented career.
“Switzerland Tourism and Roger Federer share countless values. Establishing this partnership is a unique opportunity and of great importance to us. Making a difference while recovering from the challenges of the past months and beyond will be a journey with numerous highlights.”
Federer added: “I have always felt, whenever I step on the court, I am representing Switzerland. Whenever it says my name, there is a Swiss flag next to it. I have been very proud to do that for the first 22 years I have been on tour, and it will always be like that. To join forces with ST now is a logical step for me.
“I have been all over the world. My favourite place has always remained Switzerland. It’s the country I miss the most, when I’m travelling.”
In the month of April, communication activities will begin focusing mainly on European cities, followed by the USA and Asia Pacific, specifically India. A series of visuals and short clips will also showcase Roger Federer being energized by Swiss nature. On MySwitzerland.com, guests will be able to discover Switzerland through Federer’s eyes where he presents his preferred places, Swiss highlights and more.
