Roger Federer and Switzerland Tourism (ST) will jointly develop projects to promote Switzerland worldwide. No one is better suited for this than Roger Federer, a global icon and Swiss flag bearer, ST officials are convinced. "It's a perfect fit because Switzerland and its impeccable nature have clearly contributed to Roger's unprecedented career," explains ST director Martin Nydegger. "I have always felt it, every time I step on the court I am representing Switzerland. Whenever my name is mentioned, there is a Swiss flag next to it. I was very proud of that for the first 22 years I was on the tour, and I always will be. Working with ST now is a logical step for me," says Roger Federer in conversation with Nydegger. Both are looking forward to launching this long-term partnership.
Inspired by Swiss nature
Communication activities will start during April with a focus on European cities, followed by the USA and Asia/Pacific. A series of advertising subjects and short video clips will show how Roger Federer is inspired by Swiss nature. On MySwitzerland.com, guests will be able to discover Switzerland through Roger's eyes. He will present his favourite places, Swiss highlights as well as hidden gems. "I've been all over the world. My favorite place has always remained Switzerland. It's the country I miss the most when I'm travelling," confesses Federer.
Fee goes to the Roger Federer Foundation
"Switzerland Tourism and Roger Federer share countless values. Building this partnership is a unique opportunity and of great importance to us. Making a difference while overcoming the challenges of the last few months will be a journey with numerous highlights," emphasises Nydegger. Roger Federer is highly motivated to support his home country and he will do so for a charitable cause. The compensation for his appearances as the new ST ambassador will go to the Roger Federer Foundation, which supports disadvantaged children in Switzerland. The stage is set - Switzerland Tourism and Roger are ready to become official partners.