How ‘pristine’ Federer became highest earning sportsman with £81m a year from endorsements, and just £5m from tennis
FORGET Cristiano Ronaldo, LeBron James and Tiger Woods – it’s Roger Federer who is the highest paid sports star when it comes to endorsements. The Swiss legend has been named the highest paid athlete of 2020 by Forbes, thanks to his bumper 13 commercial deals. The eight-time Wimbledon champion has raked in over £5million in […]
FORGET Cristiano Ronaldo, LeBron James and Tiger Woods – it’s Roger Federer who is the highest paid sports star when it comes to endorsements.
The Swiss legend has been named the highest paid athlete of 2020 by Forbes, thanks to his bumper 13 commercial deals.
The eight-time Wimbledon champion has raked in over £5million in prize money but that pales into insignificance compared to the £81m from endorsements and appearance fees.
Only last year, Federer, 38, secured a contract with Japanese clothing giants Uniqlo said to be worth around £220m spread over 10 years.
‘The Maestro’ is also sponsored by the likes of Rolex, Credit Suisse, Moët & Chandon and more.
Sports business expert David Carter said: “His brand is pristine which is why those that can afford to align with him, clamour to do so.”
Here’s how Roger went from tennis superstar to money-making machine.
NIKE
Incredibly, Federer signed with sports brand giants Nike all the way back in 1996.
But in March last year a 10-year renewed contract expired, and he chose against renewing it after two decades wearing their clothing on court.
That mega deal was said to be worth around £7.5m-per-year, and all-together it’s been reported that he earned around £120m from Nike since they first chose him to endorse them.
But he soon he moved on to bigger and better things.
UNIQLO
In what was an insanely brave and shrewd move, Federer approached the Japanese mass market retailer to discuss working together.
Of course, they were keen, and soon enough they drafted up a 10-year contract worth £220m designed to entice him.
Not only do they supply him tennis apparel, he’ll also have a hand in designing future lines for the brand.
“We know I’m at the back end of my career, not at the beginning,” Federer admitted in a press conference last year when he was quizzed about joining Uniqlo, which shows he knew the offer was too good to turn down.
He added: “One day I will retire from tennis but I will not retire from life.
“Life will go on and Uniqlo and Mr Yanai believed in me very strongly as being very important to their brand, even though maybe my playing days are going to come to an end at some point.”
ROLEX
When you’ve got a man who exudes confidence in his sporting field, he makes a perfect catch for a watch giant.
And being Swiss probably helps too. Federer is one of Rolex’s biggest ambassadors, and you’ll always see one of their watches on his wrist when he’s lifting a trophy in the air.
Federer often heads to their Geneva HQ for various photoshoots, and is a brilliant face/hand for the brand.
Their relationship started over a decade ago, and there’s one watch that has become synonymous with the fashionable star.
Ever since he wore the Oyster Perpetual Datejust II after winning Wimbledon in 2009, those watches have shifted plenty of units around the world.
Federer is believed to make around £5m-per-year from Rolex.
MERCEDES-BENZ
The German car giant and Federer first partnered in 2008, renewing their deal last year after Federer was victorious in the Australian Open.
His new contract is worth around £4m annually, but a length wasn’t disclosed when he inked it.
Originally, Federer and Mercedes-Benz targeted the Chinese market when they first partnered up.
Seeing the success Federer brought to other brands, the car manufacturer decided to make him a global ambassador in 2011, which he has stayed as ever since.
Incidentally, his contract allows him to receive a new car every six months.
CREDIT SUISSE
The investment banking company signed up Federer in 2009 in a 10-year deal.
At the time they refused to reveal the amount they were paying him, however reports suggested that it was in the region of £1.5m-per yer.
Significantly, the bank said they would also make a “annual contribution” to the Roger Federer Foundation.
The charity was founded by Federer to help disadvantaged children in Africa.
So far, the Roger Federer Foundation has helped around 1 million children by building schools and aiding their education.
GILLETTE
The best a man could get, so their brand slogan screams, and the best sports star Gillette could get in 2007 was Roger.
They parted company in 2015, but not before we saw Federer shaving with their products in various commercials.
Again, a sum for the payday wasn’t confirmed, but it’s likely it would’ve been somewhere in the region of his usual fee – around £1.5m-per-year.
MOET AND CHANDON
In 2012, the champagne brand ditched Hollywood A-lister Scarlett Johansson as their global ambassador and chose Roger Federer.
They must’ve been inspired by his party trick – often swigging champagne that he’s poured into a trophy after winning another tournament.
Last year, Moet and Chandon honoured Federer by releasing an exclusive limited edition of 20 magnum bottles titled “Greatness since 1998” that celebrated his 20-year career.
It’s believed that Federer has earned around £6m from Moet and Chandon over the years.
BARILLA
We can only assume Roger loves Italian food.
When the largest pasta-selling company in the world with an estimated £3 billion in sales comes knocking on your door, you’d be a fool to turn an offer down.
Given that the Barilla Group offered Federer somewhere in the region of £35m, you can see why he couldn’t say no bringing some to the boil.
“Barilla pasta and sauces provide the energy that I need to succeed on the tennis court and enjoy my family’s favorite activities,” Federer said in a press release.
“Pasta has been part of my daily diet for so many years that this partnership is a natural.”
BEST OF THE REST
And that’s not all.
While the major brands queue up for a piece of Federer, there are many more that want a slice too.
Chocolatiers Lindt have sponsored Federer since 2009 because he “uniquely embodies their fundamental values of Swissness, premiumness, quality and passion.”
Again, they’ve just renewed a contract that’s going to net him around £15m well after he’s hung up his racket.
Speaking of rackets, Wilson have always provided Federer with the tools he’s needed to be successful on court.
Roger also returned the favour by designing a racket with Wilson’s team.
He’s paid around £2m-per-year by them.
Then there’s a private jet company called NetJets who not only help him cut the cost of travel by delivering him everywhere he wants, but pay him a sum that’s unknown, but sure to be a decent whack, even if he gets a few flights thrown in for good measure.
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Sunrise, a Swiss private telecommunications operator, also made Federer an ambassador in 2014.
While Rimowa, a German luggage company, signed Federer on a two-year deal to promote their suitcases.
It’s a wonder that he has to pack it himself when he travels the world.