The multi year deal will cover the use of the player’s image, personal appearances and product placement in a partnership that makes Federer the latest Mercedes-Benz brand ambassador. The champion has been serving as the company’s ambassador in China, now the world’s largest automotive market, since the beginning of 2008.
The new project is part of a more complex tennis-related Mercedes-Benz marketing strategy, which will also see the brand debut a sponsorship program for the U.S. Tennis Open Championship, a move that is scheduled for July.
Mercedes-Benz has been using tennis as a marketing platform for more than 16 years with the new partnership being aimed at extending the brand’s visibility throughout the sport.
“I am delighted to that we are adding Roger Federer to the Mercedes-Benz family of sports and celebrity ambassadors on a global level. When it comes to tennis, he is without doubt one of the greatest of all time and he truly has become a global icon...," said Stephen Cannon, Vice President Marketing for Mercedes-Benz USA.
"We are looking forward to working with Roger on a number of initiatives. Much like our own brand, Roger has an impressive and unrivalled history but the best is still yet to come," the executive added.