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Volume 24 No. 176

Marketing and Sponsorship

Switzerland-based chocolate maker Lindt & Sprungli has signed a multiyear extension of its partnership with Roger Federer that is "expected to net Federer more than" $20M as a brand ambassador, according to Kurt Badenhausen of FORBES. Lindt first signed Federer, a Swiss native, in '09 and becomes the latest sponsor of the 19-time Grand Slam winner "to extend its relationship with the tennis great beyond 10 years together." Other companies in that group include Nike, Rolex, Credit Suisse, Jura and Wilson. Federer's off-court earnings "are the highest in the world" at more than $50M annually. The Lindt extension comes after Federer earlier this year "added a rare new sponsor," agreeing to a multiyear deal" with Barilla pasta. Sources said that the Barilla deal "could net Federer as much as" $40M (, 12/12).

Twitter today is unveiling new creative featuring Lakers G Lonzo Ball and WNBA Sparks C Candace Parker. The aim of the new spots, which also feature British comedian Romesh Ranganathan, is to teach new users how best to use the platform. One spot, dubbed “Onboarding,” shows users the simplicity of signing up. A new user in the ad then follows Ball on Twitter, who then appears in a Big Baller Brand sweatshirt and thanks the user for the follow. Ball then breaks open an amethyst in the user’s apartment, to which Ball says, “Nice colors.” The second spot, titled “Explore,” follows a user attempting to use the explore tab on Twitter. The first thing the user comes across is Parker, who appears and starts running with the user. The two new spots, created in-house by Twitter Studio, will be running in the U.S., U.K. and Canada, with future installments expected. Twitter also will be updating its page and adding a Let’s Go Twitter page to reflect the new effort.