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Djokovic and Federer bolster commercial portfolios

Tennis stars Novak Djokovic and Roger Federer have sealed new endorsement deals with wine maker Jacob’s Creek and telecommunications company Sunrise, respectively.

World No.1 Djokovic has shot a promotional campaign with Australian-based Jacob’s Creek in his home city of Belgrade, Serbia. The series is set to launch on January 13 to tie in with tennis’ first grand slam tournament of 2015, the Australian Open, where Jacob’s Creek enjoys an established sponsorship presence.

Federer has linked up with Sunrise, which is this largest private operator of telecommunications in his homeland of Switzerland.

As part of his promotion of Sunrise products, Federer launched a series of photographs of daybreak on his Facebook page, complete with the hashtag #MySunriseToday. The pictures, taken by the player, will be auctioned to raise money for the Match for Africa 2 initiative – an exhibition match between Federer and compatriot Stanislas Wawrinka that will take place in Zurich on December 21 with proceeds donated to aid the plight of under-privileged children in southern Africa.

Sunrise chief executive Libor Voncina said: “The goal of this collaboration is to communicate more clearly about the benefits of Sunrise for customers and give an emotional dimension the brand. We offer the most user-friendly service of the Swiss telecommunications market.”