Roger Federer has a new title: ambassador for Switzerland Tourism.
The Basel-born Federer is sharing Swiss bliss with the world in his new role.
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An avid hiker who grew up skiing with his parents, Robert and Lynette, Federer has been inspired by the beauty of nature in his homeland. The 20-time Grand Slam champion, who has served as Swiss flag bearer in the Olympics, has signed a "long-term" partnership with Switzerland Tourism.
The alliance of RF and ST has a common goal: attract guests to visit Switzerland to enjoy its energizing nature.
"I have always felt, whenever I step on the court, I am representing Switzerland," Federer said. "Whenever it says my name, there is a Swiss flag next to it. I have been very proud to do that for the first 22 years I have been on tour, and it will always be like that.
"I’ve always felt like I’ve been an ambassador to the country. People always told me besides chocolate and mountains and all that stuff, people always refer back to me they say ‘Oh you’re from Switzerland. Oh Federer comes from there.' To join forces with ST now is a logical step for me.”
A Swiss Tourism ad campaign starring Roger being energized by Swiss nature will begin in April focusing on European cities followed by campaigns in America and Asia Pacific.
You can visit MySwitzerland.com/Roger to discover Switzerland through Federer’s eyes. He presents his preferred places, Swiss highlights and his homeland’s hidden gems.
A cool aspect of this partnership: Federer is promoting Switzerland Tourism for a charitable cause. The compensation for his appearances as new ambassador for ST goes to the Roger Federer Foundation supporting disadvantaged children in Switzerland.
“This is a perfect match, because Switzerland and its unblemished nature have clearly contributed to Roger’s unprecedented career,” ST’s CEO, Martin Nydegger said. "Switzerland Tourism and Roger Federer share countless values. Establishing this partnership is a unique opportunity and of great importance to us. Making a difference while recovering from the challenges of the past months and beyond will be a journey with numerous highlights."
Photo credit: Roger Federer Instagram