Switzerland Tourism’s new face is ace Tennis star Roger Federer

One of the top world rankers in the list of Association of Tennis Professionals (ATP), Roger Federer is an iconic name in the global sports industry, tough to miss whether you follow the game or not. The 39-year old tennis champion, born in Basel, has been making his homeland Switzerland proud since 1993, be it winning the Wimbledon Championships, Australian Open or the US Open.  
In 2020, Federer became the first tennis player to earn the first spot in Forbes’ list of highest-paid athletes, partly thanks to his stellar brand endorsements including Rolex, Mercedes-Benz, Credit Suisse and Uniqlo.  
Federer has now taken on the role of the new brand ambassador of Switzerland Tourism. He will be actively promoting the exotic destination of the snow-capped Alps and ski resorts to the travellers worldwide.  
Swiss train / Photo- Pixabay
“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 press statement.  
The beginning of April 2021 will see the campaign kickoff in Europe, USA and Asia Pacific, with special focus on the Indian travellers. On Swiss national tourism board’s website (MySwitzerland.com) guests will get to access the breadths and lengths of the beautiful country through Roger Federer’s eyes. He will recommend his favourite places in Switzerland as well as some hidden gems for travellers to explore.  
From super adventurous hiking trails and mountain trips up to 4,000 m high peaks to taking a dip in the Rhine or other refreshing lakes and rivers, the country’s awe-inspiring nature finds travellers at every step of the way. For the curious minds, there is also a special bucket list by Federer on the website, which features the most unique and less-traversed fishing, farming and wine-producing villages.  
Bauen, a small-fishing and farming village in the Uri basin, Lake Lucerne / Switzerland Tourism
“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,” Federer said in a press release. 
“This is a perfect match, because Switzerland and its unblemished nature have clearly contributed to Roger’s unprecedented career” says Martin Nydegger, CEO, Switzerland Tourism. 
This new collaboration between ST and Federer will also contribute to a charitable cause, wherein the compensation for his role as ST’s ambassador will go to the Roger Federer Foundation to support disadvantaged children in Switzerland.  
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