Switzerland Tourism teams up with Roger Federer who becomes the new official brand ambassador of the destination. Common goal: to attract guests to visit Switzerland to recharge your batteries in nature. Together, Roger Federer and Switzerland Tourism will develop initiatives to promote the country around the world.
“The combination is perfect, because Switzerland and its preserved nature have clearly contributed to Roger's extraordinary career,” explains CEO of Switzerland Tourism, Martin Nydegger. "I've always had the feeling of representing Switzerland, every time I enter the field, adds Federer-.
When my name is written, there is always a linked Swiss flag. 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 Switzerland Tourism is now a logical consequence for me”.
Communication activities will start in April focusing on European cities and then move on to the United States. A presence in Asia is also planned in the following months. A series of images and short videos will show Federer drawing his energy from Swiss nature.
On MySwitzerland.com, visitors will be able to discover Switzerland through Roger's eyes, who will present his favorite places, the best of Swiss attractions and even some hidden gems. Roger Federer has revealed the one question he continuously gets asked by supporters and it involves one of his long-term rivals Novak Djokovic.
Federer is hoping to cement his place as the greatest tennis player of all time but there is one moment in his career which still haunts fans.
Roger Federer on the 2019 Wimbledon final
"Fans talked to me about that defeat for weeks on the internet," Roger Federer told Numero Homme magazine.
"And still today it happens to me. I think, ‘What are they still thinking about?’ But I understand." Federer has become an expert and not dwelling on defeats and he explains how he got over the dramatic loss.
"The most important thing is not to give them too much emotional importance," he added. "Don’t judge yourself at all costs. Analyse and understand. You can do this alone, or by talking with others to get them out of the disappointment.
Some people think for days and nights about the mistakes they made. I chose to analyse very quickly. It helps me to move on. When I was young, I wasn’t even angry when I lost, but extremely sad. I couldn’t think straight. Now I only need half an hour to recover from a defeat, maybe an hour if it’s the Wimbledon final."