Ideally, both the company and the athlete benefit from a sponsorship deal in the sports world. If one party gets negative headlines, this can have an impact on the other party. As for example with the entry posse around Novak Djokovic, where Peugeot subsequently separated from him.
In a way, Roger Federer (40) is currently confronted with the opposite situation. While numerous companies around the world are turning away from Russia, some deliberately decide against it – some can be found on Federer’s list of sponsors.
His outfitter Uniqlo is sticking to its branches in Russia, and Lindt & Sprüngli initially wanted to continue operating its chocolate shops. On Wednesday, the role followed backwards.
CS in the headlines for years
As is well known, Credit Suisse is also one of the sponsors of the «Maestro». In recent years, CS has made many negative headlines with the shadowing affair, changes in leadership and, last but not least, the “Suisse Secrets” data leak. And even in the wake of the Ukraine war, the big bank doesn’t make a good trap.
Does this reflect badly on the 20-time Grand Slam winner? “You have to separate it, see how the image transfer takes place. Sponsors are more likely to use Roger Federer’s image than vice versa. Nevertheless, I believe that such headlines cannot please Federer, »says sports marketing expert Christian Lang.
So far, Federer has not commented on the current situation. “His type is rather reserved, a correct, fair athlete. But not one who makes clear statements.” Lang does not think that his brand will suffer any damage. Although such headlines can certainly have consequences for athletes.
Few sponsors affected
“He is so good and firmly anchored in society that it will do him less harm.” It also helps that only a small number of his sponsors are affected.
The expert still has one tip: “I think he would do well to take a position. However, it is a typical reflex of the industry to want to keep sport ‹apolitical› when athletes speak publicly on social issues. But for me it is not politics to be against war. It has to do with human rights.” A look request to Roger Federer has so far remained unanswered.
–
:format(jpg):watermark(cloudfront-eu-central-1.images.arcpublishing.com/ipmgroup/EF665FJJCNGHFFHRRMWR57UKMI.png,0,30,0)/cloudfront-eu-central-1.images.arcpublishing.com/ipmgroup/CQRJD3X365BO5NVH62VXUW4I7Y.jpg?resize=150%2C150&ssl=1 "The New York Stock Exchange starts in the red, upset by the lack of diplomatic progress in the Russian-Ukrainian conflict")