Roger Federer becomes the official brand ambassador for Switzerland Tourism

Published on : Wednesday, March 31, 2021

Roger Federer has positively represented Switzerland through his resplendent sporting excellence and gracious manner. Now, he has become an official brand ambassador for the destination of Switzerland.


With the Swiss national tourism board, Switzerland Tourism, Roger Federer is entering into a long-term collaboration. The main target is to attract guests to Switzerland with its energizing nature.


Together with Switzerland Tourism, Roger Federer will build up efforts to promote Switzerland worldwide. At this time, the support is much needed, emerging from the biggest crisis of tourism since the Second World War. No one is more prepared to do so than this famous personality wearing the Swiss Flag, officials at ST are convinced.


“This is a perfect match, because Switzerland and its unblemished nature have clearly contributed to Roger’s unprecedented career” explains ST’s CEO, Martin Nydegger. “I have always felt, whenever I step on the court, I am representing Switzerland. Whenever it says my name, there is a Swiss flag next to it. I have been very proud to do that for the first 22 years I have been on tour, and it will always be like that. To join forces with ST now is a logical step for me” says Roger Federer in a discussion with Nydegger. Both are quite thrilled to create this long-term partnership.


Throughout the month of April, communication activities will continue with a focus on European cities followed by the USA and Asia Pacific, in particular India. Series of visuals and short clips will highlight Roger Federer being thrilled by the nature of Switzerland. On MySwitzerland.com, guests will be able to find out Switzerland through the eyes of Roger. He presents his preferred places, Swiss highlights as well as hidden gems. “I have been all over the world. My favourite place has always remained Switzerland. It’s the country I miss the most, when I’m travelling” confesses Federer.


“Switzerland Tourism and Roger Federer share countless values. Establishing this partnership is a unique opportunity and of great importance to us. Making a difference while recovering from the challenges of the past months and beyond will be a journey with numerous highlights,” emphasizes Nydegger.


Roger Federer is all geared up to support his home country with complete devotion, and he will do it for a charitable cause. As the new ambassador for ST, the compensation for his appearances will go to the Roger Federer Foundation supporting disadvantaged children in Switzerland. The stage is set – Switzerland Tourism and Roger are ready to officially become partners.

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