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SBD Global/September 23, 2013/Marketing and Sponsorship

Roger Federer Still Favored By Sponsors Despite Fading On-Court Success

Roger Federer "is no longer the world's highest-ranked player, but when it comes to raking in the money he has few peers," according to R. James Breiding of the N.Y. TIMES. Forbes ranks Federer’s wealth at $400M. He has earned a record $77M "in career winnings since he turned professional in 1998, but the bulk of his wealth has arisen from a flurry of sponsorships from companies like Rolex, Nike, Gillette, Moet & Chandon and Crédit Suisse." Federer's competition "off the court is fading." David Beckham and Michael Schumacher "have retired," and Kobe Bryant "is nearing the end of his career." Lance Armstrong "has fallen from grace," and Tiger Woods "has alienated a good number of fans." Tennis "is attractive to sponsors because its fans have high disposable incomes and the season is almost year-round." Another "plus is its global reach." Federer "can advertise for Nike or Gillette anywhere." Sponsors "love Federer’s evasive armor because it improves predictability and duration." He "is surrounded (and protected) by a finely tuned machine, among the most discreet and professional in tennis." Nothing "is left to chance." What looks natural "is meticulously planned and smoothly executed." After "winning his seventh title at Wimbledon last year, he slipped on a vintage-looking tennis sweater and a golden Rolex that gleamed as he hoisted the trophy for 870 million television viewers from 198 countries to see" (N.Y. TIMES, 9/22).
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