Federer extends long-running Mercedes-Benz association

Swiss tennis star Roger Federer has renewed an endorsement deal with German automotive manufacturer Mercedes-Benz as he today (Monday) returns to the top of the Association of Tennis Professionals (ATP) world rankings.

Federer will continue to serve as a global brand ambassador of Mercedes-Benz, whom he has been a partner of for 10 years.

The two parties have worked together on a range of press events, television productions, and print and social media publications over the years. Financial terms of the new agreement were not disclosed, but the Forbes business news website said the multi-year deal is worth an estimated $5m (€4m) annually.

Dr Jens Thiemer, vice-president of marketing for Mercedes-Benz Cars, said: “Roger Federer is an outstanding athlete who has shaped tennis for decades and stands for top performance. As a successful top athlete, he ideally represents our brand as we are united by the demand for perfection and the will to succeed.

“Beyond sport, he is a great personality and a true gentleman with a heart, that cares for the game and those less fortunate, and is adored by his fans. With his pioneering tennis format Laver Cup, Roger is the pioneer of new, modern tennis events and, like the brand itself, he carves out innovative paths.”

Federer regained his world No.1 status after winning the Rotterdam Open yesterday. At 36, he becomes the oldest player to hold the position, which he has not occupied since November 2012.

Federer’s position as world No.1 was guaranteed after he reached the semi-finals of the Rotterdam Open, and the Swiss won the event yesterday with a 6-2 6-2 victory over Bulgaria’s Grigor Dimitrov in the final.