Federer has made the transition from athlete to businessman.Image: keystone
Roger Federer continues to diversify his business activities. An Austrian woman is now pulling the strings in his million-dollar empire.
Simon Häring / ch media
He enchanted people around the world with his playing for over a quarter of a century. He broke records and became an icon in sports history. As successful as he was on the tennis court, Roger Federer positioned himself just as cleverly off it. In 2023, the year after retirement, he was the highest-earning tennis player in the world. The business magazine Forbes estimates the income at $95 million.
Federer has made this possible thanks to a portfolio of sponsors that has grown over decades and is unparalleled in the world of sports. The 42-year-old landed the deal of his life in 2018 when he signed a ten-year contract with Japanese supplier Uniqlo that was expected to bring him $300 million. A year later he joined On as an investor and advertising medium with 50 to 100 million. By 2021 at the latest, when the Swiss running shoe manufacturer went public, Federer became a billionaire.
No less euphoric than On, Federer and Barilla announced in 2017 that the Basel region would become the global brand ambassador of the Italian pasta giant. «Roger is one of the few global superstars. He stands for excellence, for the extraordinary,” said Vice President Paolo Barilla.
Federer once confessed that he couldn’t cook
Like Barilla, Federer is “by definition” a real number 1 in the world. He embodies values such as reliability, modesty, commitment, respect and passion. Federer, who once confessed that he couldn’t cook, was also enthusiastic: “Barilla’s pasta and sauces have been part of my diet for a long time,” he said. The “long-term partnership” therefore feels “very natural” to him.
Federer prepares pasta for advertising partner Barilla.Image: zvg
It is now clear: love has grown cold. Federer and Barilla have secretly separated. The contract has expired, as the pasta manufacturer only confirmed to CH Media after multiple inquiries. Barilla doesn’t even want to say when exactly this happened. The Italians only answered a list of questions in summary. One should be grateful for Federer’s great “professional and human contribution” in recent years.
Federer’s management is silent
When asked to answer specific questions (including the highlights of the collaboration and whether there was an intention to extend the contract), Barilla responded flippantly and wrote: “We have no further comments to make. Thanks.” Roger Federer’s manager Tony Godsick did not respond to questions.
Perhaps the partnership between Barilla and Federer never lived up to high expectations. He last appeared for Barilla in August 2022, shortly before his resignation, when he fulfilled an old promise. In 2017, he told a boy during the US Open to keep playing until he could compete against him. Five years later, Barilla had the boy flown to Zurich, where he met Federer.
Federer during his last appearance for Barilla 2022 in Zurich.Image: zvg
Italian food, Greek music
Although copies of the elaborately staged short film entitled “The Promise” are circulating on YouTube, Barilla itself has deleted the original or made it private. Anyone looking for traces of the ended partnership with Federer will only find them in 2020.
This got off to an extremely unfortunate start with the advertising video entitled “Masters of Pasta”, which was viewed 22 million times on YouTube. Federer assists the top Italian chef Davide Oldani. The two of them chop and tinker to the world-famous Sirtaki piece “Zorba’s Dance” – and thus to Greek music. Barilla explained the choice by saying that the music perfectly represents the sunny and happy atmosphere of the Mediterranean. They want to connect their own brand with the spirit of Italy and the Mediterranean way of life.
Federer will be able to get over the end of the partnership with Barilla. He demonstrates almost weekly that he has made the transition from sports icon to businessman. At the Laver Cup in Vancouver last September, he attracted Coldplay singer Chris Martin to the stadium, who was giving two concerts across the street. While in San Francisco, where the 2025 Laver Cup is taking place, he attended a Golden State Warriors basketball game and shot some hoops with Stephen Curry.
Visiting basketball: Roger Federer.Image: keystone
He then traveled to Hollywood for the Oscars, where he appeared like a film star himself, in a white suit with a bow tie and elegant black sunglasses in a retro look. It was the newly launched Federer model from luxury sunglasses brand Oliver Peoples. Cost: $452 or $502, depending on the color of the lens frame.
Roger Federer at the Oscars with Federer sunglasses.Image: keystone
Federer founds investment company
Wherever Federer appears, he drives a Mercedes, usually wears shoes from On, a Rolex on his wrist and – when a suit, shirt and tie are not required – clothing from Uniqlo. The Federer brand is still selling itself. An Austrian woman is now partly responsible for ensuring that it stays that way. She works for a company based in Zurich’s posh Seefeld and pulls the strings at all five Federer companies registered in the commercial register.
And this also applies to the youngest offspring under the Tenro Holding umbrella, Tenro Investments AG. Purpose: Acquisition, sale and management of investments in all kinds of companies at home and abroad as well as the conduct of financial transactions. Federer continues to work happily on diversifying his businesses. Noodles are no longer part of it. (aargauerzeitung.ch)
All of Roger Federer’s triumphs at Wimbledon
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All of Roger Federer’s triumphs at Wimbledon
2003: Federer s. Philippoussis 7:6 (7:5), 6:2, 7:6 (7:3)
On the way to the final, Roger Federer only gave up one sentence. In the semi-finals he clearly prevailed against favorite Andy Roddick. The Swiss experienced difficult moments before the round of 16 against Feliciano Lopez when he had to be treated for lumbago: “For me it’s a miracle that I was able to win with this pain.” Federer clearly wins against the unseeded Philippoussis. He sinks to his knees and tears flow. “Magical, hard to believe,” says Federer. … Read more
source: ap / anja niedringhaus
Roger Federer cries on stage with Andrea Bocelli
Video: watson
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