Last Updated July 2020: Did you know that world-famous, Roger Federer, is the world’s highest-paid athlete? He is also the sole athlete in the world that earns over $100 Million by endorsing brands. As per Forbes Magazine’s latest report, Roger made an astonishing $106.3 Million in the past year, and only $6.3 Million of this sum came from winning at tournaments.
While in 2017, he made $50 Million from endorsements, the amount increased to $65 Million in 2018. If we consider the last few years, Roger’s brand value has been growing each year. This is surprising for many as at the age of 38; he is still going strong in the field of sports. Also, if we look at the other richest athletes in the world, the endorsement value is nowhere, even near to that of Roger.
It is not that Roger endorses a lot of brands. He has associated with just a few, and many of these partnerships have been going on for years. And perhaps that is the secret behind his success in this area. The limited names associated with him automatically enjoy the goodwill that he has earned over the years, and in return, he is rewarded with a reasonable sum of money.
So, on that note, let us look at the brands that are contributing to Roger’s high brand value.
The Swiss multiple Grand Slam Winner has been endorsing Rolex for almost a decade now. Before being associated with this brand, Roger was an ambassador of another watch brand, Maurice Lacroix, from 2004 to 2009. Roger is always seen flaunting his Rolex, especially after winning a tournament, he quickly puts on his newest Rolex before lifting the trophy. After breaking Pete Sampras’ all-time Grand Slam record, Roger said, “When I was finally able to lift the trophy, I was wearing my Rolex on my wrist.”
Apparently, Roger makes $15 Million a year from this deal.
Roger Federer joined forces with the luxury car marker, Mercedes-Benz, in 2008. The associated was later extended in 2018. Apart from contributing to Roger’s massive car collection, the German automaker also sheds $5 million a year towards this deal. About his association with Mercedes-Benz, Roger said, “Mercedes-Benz is one of the most iconic global brands in the world, and I am so excited to continue this incredible partnership and be part of the Mercedes-Benz family for many years to come.”
In November 2009, global wealth manager, investment bank and financial services company, Credit Suisse, signed a 10-year deal with Roger Federer. The brand even promised to make a “significant annual contribution” to the Roger Federer Foundation, the charity which was founded by the tennis star to help disadvantaged children in Africa. The association has been assumed to be worth $20 million.
After Roger Federer’s association with Nike ended, he did not have a footwear sponsor for a brief time. In 2019, however, he joined forces with Zurich based startup, On Running. Roger Federer will not just be endorsing the brand on and off the court; he has also invested in it.
Roger’s association with Jura Elektroapparate first began in 2006. After being an admirer of the brand, Roger finally came on board as the brand ambassador in January 2018 to promote Jura’s coffee machines.
“I usually have three to four Jura coffees a day, one always when I wake up in the morning and on match days I always have one after lunch, about an hour before my match. I enjoy Cappuccino in the morning and an Espresso after a meal, sometimes Ristretto just to mix it up,” Roger said.
The deal was further extended by 5 years in April 2020.
Moet and Chandon
In November 2012, Moët & Chandon, the Champagne brand, chose Roger Federer as its brand ambassador. Interestingly, in 2018, when Roger completed 20 years in professional tennis, Moët & Chandon launched 20 limited edition bottles to mark this achievement in Roger’s career. These bottles cost $23,000 each, and the proceeds were given to the Roger Federer Foundation.
Roger Federer became an endorser of the world’s largest pasta brand, Barilla, in 2017. Though the deal’s final commercials weren’t made public, as per sources, it was assumed to be close to $40 Million.
After becoming the main face of Barilla, Federer said, “Barilla pasta and sauces provide the energy that I need to succeed on the tennis court and enjoy my family’s favorite activities.”
Roger has been an ambassador of the Swiss chocolate brand, Lindt, since 2009. The deal was later extended in 2017. “I love Lindt since a little boy, and I am really proud to be part of the Lindt family,” said Roger. If rumours are true, Federer makes $7 Million a year from this association.
Roger’s partnership with sports equipment maker, Wilson, is the longest-running endorsement deal of his career so far. He has been working with the brand ever since he turned into a professional player in the year 1998. In fact, Roger also designed a racket with Wilson’s team. According to a post on the company’s website, ‘Roger worked tirelessly with Wilson designers across the globe to breathe new life into the iconic Pro Staff. Every detail was pored over to create a racket that wants to be held and provides an edge for players bold enough to pick one up.’
In June 2018, Roger Federer joined forces with Uniqlo after his contract with Nike ended. This 10-year deal has been estimated to be around $30 million annualy. It looks like Federer made the switch because Uniqlo promised more privileges to post Federer’s retirement.
“One day I will retire from tennis but I will not retire from life. Life will go on and Uniqlo and Mr Yanai believed in me very strongly as being very important to their brand, even though maybe my playing days are going to come to an end at some point.”
Roger has been a NetJets customer since 2004. According to the brand’s website, Roger says, “I believe in having the right team around yourself. If I’m still on tour today its definitely because of NetJets as well because it’s made my life on tour so much easier.” The deal costs close to $4 Million a year.
Roger Federer became the brand ambassador of Switzerland’s most significant private telecommunications operator, Sunrise, in 2014. After signing the $4 Million annual deal, Roger said, ” “I am impressed by the strategy of Sunrise, which is focused entirely on offers that are fair, transparent and customer-oriented. I am often on the move and want to stay connected at all times.”
In Septemeber 2018, German manufacturer of premium luggage, Rimowa, signed a multi-year sponsorship deal with Roger Federer. After signing the endorsement deal, Federer said, “I felt it was a very natural fit for me, for both of us. I love the suitcases and the brand—being from Switzerland, I appreciate quality and craftsmanship.”
In the past, Federer was also associated with Gillette, Nike, Maurice Lacroix, and P1.