TORONTO — It’s game, set, match for Switzerland Tourism (ST), which just announced tennis great Roger Federer as its official brand ambassador.

Roger Federer hiking Swiss Alps

After years of positively representing Switzerland through his sporting excellence, the Swiss champion is entering into a long-term partnership with the tourism board to develop initiatives that will promote the destination on a global scale. A series of visuals and short clips will roll out throughout the month of April with a focus on European cities, followed by the U.S. and Asia Pacific. In addition, travellers can discover Federer’s preferred places and hidden gems on MySwitzerland.com.

“I have been all over the world but my favourite place has always remained Switzerland,” says Federer. “I have always felt whenever I step on the court that I am representing Switzerland. I have been very proud to do that for the first 22 years I have been on tour and it will always be like that. To join forces with ST now is a logical step for me.” 

According to Switzerland Tourism’s CEO, Martin Nydegger, no one more equipped to promote Switzerland to future travellers. 

“This is a perfect match because Switzerland and its unblemished nature have clearly contributed to Roger’s unprecedented career,” he says. “Switzerland Tourism and Roger Federer share countless values. Establishing this partnership is a unique opportunity and of great importance to us.”

Federer’s compensation for official appearances as ST ambassador will go to the Roger Federer Foundation, which supports disadvantaged children in Switzerland.