Roger Federer will receive $300M from Uniqlo over the course of the 10-year deal.GETTY IMAGES
Roger Federer signed one of the "most lucrative sports sponsorships deals in history," with Uniqlo paying roughly $300M over 10 years for the tie-up, according to Murad Ahmed of the FINANCIAL TIMES. Uniqlo, Nike and representatives for Federer "declined to discuss the negotiations." Speaking at Wimbledon, Federer said that he was "excited" about wearing the Japanese brand for the first time." He said, "I must tell you, it's been a long time coming. I felt very good out there." Analysts said that Federer, who has "enjoyed a stellar career," having won more Grand Slam titles (20) than any man in history, is one of a "select group of globally renowned athletes." He is "in line to earn just as much, if not more, from corporate endorsements after he sets down his racket for good." Sports consultancy NC Partnership Founder Nigel Currie said, "There are a small number of athletes that can do this. It's all about being a legend in a particular sport so their name is never really going to go away. Federer is in that league. He is a huge legend in the sport and his name will live on for a very long time." Currie said that corporate groups "typically sponsor athletes so that their brand is seen by large audiences," in effect "using sportspeople as billboards." But a "tiny cadre of superstars," able to stay in the public consciousness after the end of their careers, are desired as companies believe they can "generate sales long after retirement." Currie: "The benefits are much more about awareness and exposure. This is about seeing the brand name, but also selling millions and millions of shoes, shorts, kit and whatever else." Uniqlo parent company Fast Retailing said that Federer was a "perfect ambassador" for the brand, insisting the deal was "more than just sports sponsorship." Still, long-term deals with athletes "come with perils." In '12, Nike terminated its contract with Lance Armstrong, with whom it developed the U.S. cyclist's "Live Strong" charitable foundation into a global brand, following revelations he had taken performance enhancing drugs during his seven Tour de France victories (FT, 7/6).
