iSportConnect: Roger Federer – the journey to $1bn

In this Member Insights piece David Alexander looks at the career of Roger Federer through a marketing and public relations lens.

It speaks volumes for the respect and admiration that Roger Federer inspires that his greatest rivals joined him at his tearful farewell tribute during the Laver Cup in late September.

Federer has been the epitome of tennis – the style, the smile and the elegance of his game which entertained and enraptured fans for almost a generation.

It’s no wonder, given that Federer won 20 Grand Slam titles and spent more than 300 weeks ranked No. 1 in the world that he also secured the ATP Fans’ Favourite awards 19 consecutive times as well.

It takes more than just talent to earn the $1bn Federer has secured through lucrative exhibition events and a careful portfolio of commercial collaborations that have included Mercedes-Benz, Rolex, Moët & Chandon and Lindt chocolates and saw Nike increase his fee to more than $10 million per year.

Few other athletes could secure a 10-year apparel deal with Japanese clothing retailer Uniqlo worth $30 million per year even after Federer retires from serious competition.

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