Champion Swiss tennis player Roger Federer has two things to celebrate – winning the 2017 Australian Open, and renewing his collaboration with coffee company Jura until 2020.
Since 2006, Roger, recognised as one of the greatest tennis player of all time, has acted as brand ambassador for the Swiss automatic coffee machine company.
“From the beginning on, we were planning a long-term relationship,” says Jura CEO Emanuel Probs. “Roger Federer is the perfect brand ambassador for Jura. He represents our brand values of trustworthiness and authenticity like no other personality.”
Emanuel says the collaboration is based on shared values such Swiss heritage, hard work, precision, quality, elegance and passion for excellence.
“For millions of people all around the world Roger Federer is an inspirational role model both on and off the court. We are privileged to continue working with him in the launch of new products and development of global markets,” Emanuel says.
Roger holds the record for most Grand Slam titles (18) and the most weeks at world number one (302). Roger won a gold medal for Switzerland in 2008 and led Switzerland to its first ever Davis Cup victory in 2014. He has won the ATP Tour Fan Favorite Award for the past 13 consecutive years and has won the Stefan Edberg Sportsmanship Award 11 times.
For the current Australian Open Champion, the partnership is about celebrating growth and a product he believes in.
“[Jura] is now a truly global brand and I look forward to actively accompanying Jura on its journey into the future,” Roger says.
Jura and Roger have agreed to keep confidential the terms and conditions of the contract.