Roger Federer’s portfolio of endorsements has usually lagged behind his on-court results, but that may be changing. The world No.1 is racking up deals for everything from coffee to the cream you put in it. Now, add a different kind of cream to the list – shaving cream.
Gillette has just announced that Federer, along with pal and golfing icon Tiger Woods and famed footballer Thierry Henry have all been named as the new ambassadors for the Gillette Champions program. The program launches in over 150 markets during its first year, making it the largest sports marketing endeavor for Gillette, a division of Boston-based consumer goods giant Proctor and Gamble. The three will be featured in TV, print and online advertising as part of the deal.
"I'm honored to be considered with these other fine athletes. In the world of sport, there are a number of elite athletes doing important things on and off the court. As a new ambassador for the Gillette Champions program, I recognize the responsibility of encouraging us all – player and fans alike – to look and act like champions," Federer said of his new association.
The sporting heroes were selected not only for their tremendous accomplishments in their respective sports, but also for their humanitarian efforts outside of the sporting arena.
"The Gillette name is synonymous with being the best. These three athletes have proven they have what it takes to be a champion on the course, the court or the pitch. They were chosen not only for their outstanding sporting performances, but also for their performance off the field, in their charitable actions, support of social causes or their reputations as icons of true sporting values. That is what the Gillette Champions is all about," said Chip Bergh, President of Global Grooming for the brand.
Federer and Woods both have foundations in their names which aim to help underprivileged children and Henry has been a major advocate in the fight against racism.
And the trio is in good company, taking over as the major faces of the brand from soccer demigod David Beckham.