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Professional tennis player Roger Federer is known for two things: His winning style of tennis and his Swiss nationality. Now he’s about to combine those two qualities and become a brand ambassador for Switzerland Tourism -- the country’s national tourism board.

Federer, who is ranked No. 6 in the world by the Association of Tennis Professionals and holds the record for most Grand Slam men’s singles Championships with 20 titles, was born in Basel, the third-most-populous city in Switzerland. He currently lives in Bottmingen.

“I have been all over the world,” Federer said in a statement. “My favorite place has always remained Switzerland. It’s the country I miss the most when I’m traveling.”

A Perfect Partnership

As a brand ambassador, Federer will collaborate with the tourism board to develop ways to promote tourism in Switzerland around the world. Martin Nydegger, CEO of Switzerland Tourism, says Federer is the perfect brand ambassador for Switzerland since so many people are familiar with him wearing the Swiss flag on his shirt.

“I have always felt, whenever I step on the court, I am representing Switzerland,” Federer said. “Whenever [the scoreboard displays] my name, there is a Swiss flag [next to my name]. 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 Switzerland Tourism now is a logical step for me.”

The joint campaign will begin in April, targeting potential tourists from European cities. The next leg of the campaign will target potential tourists from the U.S., and then Asia Pacific travelers.

By visiting MySwitzerland, people will be able to “see Switzerland through Federer’s eyes” and watch him being “energized” by nature. A series of videos will include Federer’s favorite places, as well as what the tourism board calls “Swiss highlights and hidden gems.”

A Mutually Beneficial Collaboration

Tourism has suffered all over the world over the past year due to restrictions put in place as a result of the COVID-19 pandemic. Switzerland Tourism hopes this marketing campaign will boost the country’s tourism once it is safe for travel to resume.

“Establishing this partnership is a unique opportunity and of great importance to us,” Nydegger said. “Countering the challenges of the past months and beyond will be a journey with numerous highlights.”

The flip side of the coin is that although Federer is highly motivated to help his home country, he is also a philanthropist. The compensation Federer receives as a brand ambassador for Switzerland will go to his Roger Federer Foundation, which supports disadvantaged children in Switzerland.

You can learn more about the Roger Federer Foundation here and read up on all our Switzerland content here.

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