Roger Federer ended his career two years ago, but his presence as an advertising figure remains unbroken. Since this fall he can be seen in two new commercials – one for Switzerland Tourism with actor Mads Mikkelsen and one for Sunrise with ski star Marco Odermatt.
Marketing expert Felix Murbach emphasizes that Federer is comparable to greats like Michael Jordan and David Beckham and has the potential to remain a sought-after advertising figure for many years. Like Murbach in Saturday’s Blick edition was quoted as saying, Federer’s credibility remains unwavering despite frequent exposure, as he and his management are careful about which brands he represents.
Chantal Landis, executive director of the International Advertising Association (IAA), emphasizes that Federer has natural credibility in sporting goods advertising. His diversification of partnerships shows that his influence goes beyond the tennis court. Brands like Lindt and UBS also continue to rely on Federer.
According to Murbach, Federer’s fees are in the double-digit million range per year. This makes him one of the best-paid athletes who are no longer active. Federer stands for values such as reliability and quality, which makes him a perfect figurehead for many companies. (cbe)
