Roger Federer: Brand Endorsements | Investments | Charity Work
This article contains information regarding Swiss former professional tennis player Roger Federer’s brand endorsement deals, business ventures, and notable charity work.
Also read: Growing up watching Federer
Roger Federer’s Sponsors | Brand Endorsements
Oliver Peoples
Oliver Peoples, an American luxury eyewear brand established in 1986 and owned by Luxottica, roped in the 20-time Grand Slam winner as an official brand ambassador in March 2024.
As part of the deal, the pair are to work on a four-collection effort, with the first one offering up to six new sunglass frames — a mix of both on-court and off-court styles — released in March 2024.
Sunrise Communications
Roger Federer became a brand ambassador for Swiss telecommunications operator Sunrise in 2014. The initial five-year deal fetched him US$7 million, with Federer featuring in several commercials for the company in his home nation.
In 2019, Federer extended his deal with Sunrise Communications.
Rolex
After initially signing a five-year endorsement deal with watchmaker Maurice Lacroix, which would have run from 2004 to 2009, Federer ended the deal after just two years after being approached by Rolex to sign a multi-year contract.
The initial ten-year deal fetched Federer US$15 million, and the two have since renewed their partnership, with the current deal earning him around US$8 million per year.
Louis Vuitton
In May 2024, the French fashion house roped in both Roger Federer and Rafael Nadal for an advert for its “Core Values” campaign, which featured the revered tennis champions photographed side by side on a journey to the summit of the Dolomites mountain range.
“Core Values” was launched 17 years ago by Antoine Arnault and Pietro Beccari with the tagline: “These are the journeys that turn into legends.”
Mercedes-Benz
Federer and Mercedes joined hands in 2008 for a three-year deal focused exclusively on the Chinese market. The deal was extended in 2011 to expand Mercedes’ use of Federer’s image in its marketing around the world.
With his deal expiring in 2017, Mercedes tied Federer to a new ten-year contract that will end in 2027. Mercedes currently pays Federer US$5 million per year, and he is also provided with a new car every six months.
Credit Suisse (UBS)
In 2009, Federer partnered with Swiss financial services company Credit Suisse. On a company page dedicated to Roger Federer, the company states: “The attributes Roger represents are 100 percent aligned with who Credit Suisse is as a brand.” The ten-year deal reportedly earns him US$2 million a year. Credit Suisse also contributes US$1 million annually to the Roger Federer Foundation.
In November 2023, the Zurich-headquartered investment bank and financial services company stated in a press release that Federer’s sponsorship deal would run until at least 2025.
Also read: UBS to sponsor Roger Federer till 2025
ON Running
After his decade-long deal with Nike expired in 2018, Federer was left without a shoe sponsor for a brief period. He then forged a partnership with Zurich-based start-up On Running, for whom the former No. 1 is an ambassador, investor, and contributing designer.
At the 2021 Qatar Open, Federer debuted his first on-court sneaker for On Running. The “Roger Pro” is On Running’s first tennis-specific performance shoe and the first non-Nike pair Federer wore in a match since he was 15 years old.
Moët & Chandon
French Champagne house Moët & Chandon roped in Federer as a brand ambassador in 2012, after the then-World No. 2 parted ways with IMG.
Federer starred in Moët & Chandon’s spring advertising campaign in March 2013. In 2019, the pair extended the deal, through which Federer currently earns US$8 million a year.
Uniqlo
However, on the first day of Wimbledon 2018, Japanese casual wear designer Uniqlo and Federer announced a ten-year partnership. Uniqlo — already a sponsor of Kei Nishikori and having previously worked with Novak Djokovic — pays Federer US$30 million a year.
NetJets
NetJets, the largest private jet company in the world, roped in Federer as a brand ambassador in 2004.
The company pays him US$6 million annually. Also a NetJets part-owner, Federer has a private jet for his travels.
Switzerland Tourism
In April 2021, Federer was roped in by Switzerland Tourism as a brand ambassador to help the country’s struggling tourism sector bounce back from the brunt of the COVID pandemic.
The “ST x Federer” campaigns were scheduled to begin in April 2021 with a focus on Europe, followed by the US and then Asia. On the partnership, Federer commented at the time, “Whenever I step on the court, whenever it says my name, there is a Swiss flag next to it. I have been very proud to do that.. and it will always be like that. To join forces with ST now is a logical step for me.“
Wilson
Ever since he turned pro in 1998, Federer used Wilson racquets thanks to a lifetime deal with the American company. He even co-designed the “Pro Staff”, which he used.
In their long association, Federer switched frames multiple times, with the deal earning him US$2.8 million a year.
Previous Deals
Jura Elektroapparate
Roger Federer first associated with Jura, a Swiss coffee maker, in 2006, when the company appointed him as a brand ambassador with a four-year deal.
In the five-year extension deal offered to Federer in 2015, it was revealed that Jura would pay him around US$2.3 million. In April 2020, Jura extended Federer’s deal for another five years.
Barilla
In 2017, Federer announced his partnership with Italian food company Barilla, which is known for its pasta. The deal earned Federer US$8.1 million a year and ended in 2022.
Lindt
Swiss chocolate and confectionery company Lindt first signed up Federer as a global brand ambassador in 2009. Federer appeared in the company’s “Maîtres Chocolatiers” TV campaign, becoming the first celebrity to represent Lindt in its 160-year history.
In December 2017, the two extended their partnership for another five years, which saw Federer bag US$4 million a year.
Rimowa
The German luggage manufacturer roped in Federer in 2018 on a two-year deal. Federer featured in the company’s first global campaign to celebrate its 120th birthday.
As per the brand’s website, when asked how the association came about, Federer said, “I felt it was a very natural fit for me, for both of us, I’m a world traveller for 20 years now, I love the suitcases and the brand and there’s so much potential for the Brand. Being from Switzerland, I appreciate quality and craftsmanship.“
Barilla
In 2017, Federer announced his partnership with the Italian food company Barilla. The food company is known for its pasta and is relatively below some of the high-end brands he is involved with. The deal, though, is a handsome US$8.1 million a year which runs till the end of 2022.
Also read: Roger Federer fulfils young boy’s dream in latest Barilla ad
Nike
Federer had a long, lucrative partnership with Nike since 1994; in other words, the pair had a long working relationship of over two decades. The value of the deals kept rising as the terms of the contracts changed with time. His last deal in 2008 earned him around US$10 million annually, covering ten years.
When it was time for another round of contract renewal talks, Nike couldn’t put together a deal sweet enough to keep Federer.
Also read: Roger Federer gets his trademark RF logo back
Gillette
As a part of its three-year “Gillette Champions” marketing campaign, Gillette roped in Roger Federer as a global brand ambassador in 2007.
The two parted company in 2015, but not before we saw Federer using Gillette products in various commercials. Though the exact sum for the payday was not revealed, it was expected to be in the region of his usual fee — US$3 million.
Emmi
Swiss dairy group Emmi and Roger Federer first joined forces in 2003. The Swiss player endorsed the brand’s range of products, including yoghurt and muesli.
Their association soon folded, however, in 2009. One of the spokesmen of the company hinted that the company’s international presence was no match to Federer’s global appeal.
Maurice Lacroix
In 2004, Federer joined Maurice Lacroix when he was managed by his family and girlfriend. The deal saw Federer become the watch manufacturer’s official global ambassador. However, his consistent performances in Grand Slam tournaments attracted other suitors; two years into the deal, Rolex wooed him away with a mega US$15m-per-year contract for a span of ten years.
Business Ventures | Investments
Oliver Peoples (RF Sunglasses)
In April 2023, Federer announced a partnership agreement with luxury eyewear brand Oliver Peoples to create a line of sunglasses under his “RF” brand. These sunglasses are part of an exclusive licensing agreement between Federer and EssilorLuxottica, the parent company of Oliver Peoples.
The collaboration, released exclusively by GQ, saw the RF–Oliver Peoples collection hit the stores in 2024.
ON Running
Founded in 2010 by former professional triathlete Oliver Bernhard and friends David Allemann and Caspar Coppetti, ON is a Zurich-based shoe manufacturing start-up. In 2019, after his shoe deal expired with Nike, Federer was without a shoe sponsor for a brief period of time before he joined hands with ON Running. Federer also invested a sizeable amount into the start-up and was thus made a founder of the brand as well.
As part of his role at ON Running, Federer oversees product development, designing, and sports marketing. According to Bloomberg’s Billionaire Index, the Swiss tennis star has amassed an estimated net worth of about US$1.1 billion, which includes US$131 million in prize money over his 24 years on the court and sizeable returns from his investment in ON Running.
NetJets
Roger Federer has been a co-owner and brand ambassador of NetJets since 2004. The American airline company sells part ownership of its private aircraft. In return, owners like Federer have guaranteed access to some of the special aircraft for several hours.
Team8
In 2013, Federer started the sports management agency Team8 with agent Tony Godsick and two other American investors. The firm aims to manage athletes and scout young upcoming stars.
With Team8 being Federer’s firm, he is the face of the company. In recent years, the firm has managed to attract some top tennis players like Juan Martín del Potro, a former US Open champion. Coco Gauff was also associated with Team8 during her teenage years before leaving in April 2025 to form her own management firm.
Notable Charity Work
- In 2003, when he was only 22, Federer established the Roger Federer Foundation to help disadvantaged children and provide them with access to education and sports.
- Since May 2004, Federer has been supporting South African-Swiss charity IMBEWU, which helps children better connect with sports.
- In 2005, Federer auctioned his US Open-winning racquet to aid the victims of Hurricane Katrina.
- In 2005, he arranged an exhibition event involving several star players from the ATP and WTA circuit, called “Rally for Relief”. The proceeds went to the victims of the tsunami caused by the 2004 Indian Ocean earthquake.
- In December 2006, Federer visited Tamil Nadu, one of the areas in India most affected by the tsunami two years prior. He was appointed Goodwill Ambassador by UNICEF and appeared in many of their campaigns to raise public awareness of AIDS.
- In response to the 2010 Haiti earthquake, Federer arranged a special charity event with fellow tennis stars called “Hit for Haiti”, which generated around US$200,000. He also participated in a follow-up exhibition during the 2010 Indian Wells Open, which raised US$1 million.
- That same year, the Nadal–Federer “Match for Africa” played in Zurich and Madrid raised around US$4 million for the Roger Federer Foundation and the Fundación Rafa Nadal.
- In 2014, the “Match for Africa 2” between Federer and Stan Wawrinka raised US$850,000 for education and projects in southern Africa.
Also read: Roger Federer and Rafael Nadal: Old rivals, overachievers, amigos
