Roger Federer was sidelined for the last six months of 2016 recovering from a knee injury. It was the first extended break from the ATP Tour for the 35-year-old Swiss tennis legend since he turned pro in 1998. But Federer returned to tennis with a bang this year by winning the Australian Open in January to extend his record for Grand Slam titles to 18. He followed the Aussie win by capturing two more elite tournaments at Indian Wells and Miami.
Federer’s latest move is off the court with a new endorsement deal with the Barilla Group, the largest pasta company in the world with an estimated $3.7 billion in sales. "For years it has been my dream that Roger could join Barilla in the fascinating mission of helping people eat better, in favor of their health and the sustainability of the Planet," said Vice Chairman Luca Barilla, the fourth-generation heir to the 140-year-old company, who is worth $1.3 billion. "Now this dream has come true."
No financial terms of the agreement were released, but the long-term deal could net Federer as much as $40 million, according to industry sources. The pact is expected to extend beyond Federer's playing days. “Barilla pasta and sauces provide the energy that I need to succeed on the tennis court and enjoy my family’s favorite activities," according to Federer in the press release announcing the news. "Pasta has been part of my daily diet for so many years that this partnership is a natural."
Federer’s endorsement portfolio is arguably the best among all celebrities. He already had 10 sponsors, including global brands like Nike, Mercedes-Benz, Rolex, Credit Suisse and Wilson. Most of his partners are leaders in their respective industries. The deals are worth close to $50 million annually for Federer, who ranked fourth last year among the world’s highest-paid athletes with $68 million, including prize money and appearance fees. Federer has earned an estimated $625 million during his nearly two-decade career from sponsors, appearances and prize money of $104 million.
Barilla has a long history of sponsorships in tennis and the sports world. The firm worked with tennis greats Steffi Graf and Stefan Edberg, as well as skiing icon Alberto Tomba. Its sponsorship of Italian soccer club AS Roma has been in place for decades. Other recent partnerships include Alex Zanardi, Ricardo Kakà, Thomas Müller and Mikaela Shiffrin.
Federer is wildly appealing to sponsors because of his long, successful run at the top of the sport. His endorsement relationships stretch a decade or more in the cases of Nike, Rolex, Credit Suisse, Jura and Wilson. The global nature of tennis also makes Federer appealing. Federer crisscrosses the globe for events, and brands can use him around the world to connect with fans. That is not the case with your any NFL or MLB star.
The demographics of tennis fans are off the charts. The average household income of attendees at the U.S. Open is typically around $160,000. These fans with high disposable incomes consume cars, watches, sports equipment and more. There is a reason luxury brands like Rolex, Mercedes and Moet & Chandon inked deals with Federer.
Federer has put his celebrity and fortune to good use. His eponymous foundation has raised $40 million with $30 million donated to educational programs in Africa. Federer was in Seattle last week for the “Match 4 Africa” exhibition with fellow pro John Isner and the world’s richest man, Bill Gates. The event raised more than $2 million.
