After years of representing the positive image of Switzerland through his sporting excellence and his likeable and easygoing way of doing things, Roger Federer now becomes the official brand ambassador for the Swiss travel destination, starting a long-term collaboration with Switzerland Tourism (ST), the Swiss national tourism board.
The common goal: to attract guests to visit Switzerland to recharge their batteries in nature. Together, Roger Federer and Switzerland Tourism (ST) will develop initiatives to promote Switzerland around the world. At a time like this, in an attempt to emerge from the biggest tourism crisis since the Second World War, the country's most iconic character takes the field to offer his support, and no one seems more suitable, of this the managers of ST are convinced.
“The combination is perfect, because Switzerland and its preserved nature have clearly contributed to Roger's extraordinary career,” explains ST CEO Martin Nydegger. «I have always had the feeling of representing Switzerland, every time I enter the field.
When my name is written, there is always a Swiss flag attached. I was very proud to do this for my first 22 years of career and it will be like that in the future. Joining forces with ST is a logical consequence for me now,” said Roger Federer in a conversation with Nydegger.
Both are excited to kick off this long-term partnership. Paul Annacone recently spoke about the greatness of his former wards Roger Federer and Pete Sampras. Annacone claimed that both of them didn't need to expend a lot of effort to play tennis that was beyond the capability of a majority of their peers.
Paul Annacone comments on Roger Federer
Paul Annacone stressed that Roger Federer's position and status in the sport come with a lot of responsibility, which the 39-year-old is adept at handling. "He loves the game of tennis and enjoys the environment," Annacone said.
"He has been at the top of the game for many years, and he accepts and enjoys the responsibility of being 'Roger Federer' — that sounds easy, but it is not." After his campaign in Doha, Roger Federer had asserted he would be looking to use the upcoming clay swing as a preparatory period for the all-important grass season.
On that note, it was recently announced that Federer's presence had been confirmed at Halle, where he has been a champion a record 10 times. Before the grass season, Federer is also expected to take part in a few claycourt events.
As per rumors, the Swiss star could wield his racket in Estoril before heading to one of the two pre-Roland Garros Masters events - Madrid and Rome.