Mercedes Benz recently dropped its sponsorship of the ATP tour, but the it hasn’t dropped the sport. The luxury car company announced today that its partnering with Roger Federer (via Mercedes Benz):
Mercedes-Benz today announced a multi platform global marketing partnership with the 16-time Grand Slam Champion and world’s number one tennis player, Roger Federer. The multi year deal will cover the use of his image, personal appearances and product placement in a partnership that makes Roger Federer the latest Mercedes-Benz brand ambassador.
The agreement coincides with the start of the Mercedes-Benz sponsorship of the US Tennis Open Championship, beginning in August. Since the beginning of 2008, Federer has served as an ambassador for Mercedes-Benz China. Mercedes-Benz has used tennis as a marketing platform for more than 15 years and this partnership looks to extend the brands visibility throughout the sport.
“I am delighted that we are adding Roger Federer to the Mercedes-Benz family of sports and celebrity ambassadors on a global level. When it comes to tennis, he is without doubt one of the greatest of all time and he truly has become a global icon..,” said Stephen Cannon, Vice President Marketing for Mercedes-Benz USA. “We are looking forward to working with Roger on a number of initiatives. Much like our own brand, Roger has an impressive and unrivaled history but the best is still yet to come,” he added.
You may have caught an unimpressive Mercedes spot during this week’s Roland Garros coverage that includes a mere snippet of Roger Federer on the court. Here’s a bizarre one from Roger’s partnership with Mercedes-Benz China:
Let’s hope the ad agency ups its game. At the very least, give us Roger playing in Prada.