![]() ![]() They show him in everyday life situations – with great results. In this precise case we identify class, humour, kindness, and all the qualities that would make Federer the perfect son-in-law. We are touching a larger population here. With this endorsement, the shared values are not the same as those Federer shares with Rolex. In 2014, Sunrise, the private, Swiss, telecommunications operator closed a deal with the tennis legend. If this example seems straightforward, then let’s break it down within another industry. Now, having heard those words, who am I talking about? The brand or the ambassador? Difficult to say, as you can project those values on both. As we focus in on the luxury watchmaker’s core values, we realize they are an essential deciding factor when making an endorsement deal: precision, perfection, hard work, attention to detail, achievements. The spirit of Rolex is one of the best examples of a perfect marriage between athlete and brand. We will start with Rolex, a Swiss brand, with great tradition and strong values. Let’s take out Uniqlo and Wilson, as they are equipment endorsements – also important, but irrelevant to our point. Let’s analyse the brands that have endorsed Federer in the last years: Uniqlo (Nike before that), Wilson, Credit Suisse, Mercedes, Rolex, Lindt, Jura, Moet & Chandon, Sunrise and NetJets. So the question is: why are these brands ready to spend all this money to get to King Roger? QUESTION OF FIT If we made a ranking based on endorsement alone, Federer would be on top, with a colossal amount of U$S 64M. This list would be completely reversed if based solely on sponsorship. ![]() Unsurprisingly, the two other hot shots completing the podium comprise a football rivalry that has dominated the sport for more than a decade: Cristiano Ronaldo (U$S 108M in total earnings), whose recent move to Juventus has already massively boosted the merchandising and social media accounts of the Italian club, and Leo Messi, another excellent example of brand sponsorship and loyalty (U$S 111M in total earnings). If instead of focusing on sponsorship, we narrowed in on earnings alone, Forbes’ top ten list of highest paid athletes would show us Floyd Mayweather at the top, with an insane amount of U$S 275M in prize winnings and earnings, but only U$S10M on endorsement. ![]()
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