After years of positively representing Switzerland through his sporting excellence and friendly, down-to-earth manner, Roger Federer has now become an official brand ambassador for the destination of Switzerland. He’s entering into a long-term cooperation with the Swiss national tourism board, Switzerland Tourism (ST). The common goal: attracting guests to visit Switzerland with its energizing nature.

Roger Federer and Switzerland Tourism (ST) will together develop initiatives to promote Switzerland globally. The support is much needed at this time, emerging from the biggest tourism crisis since the Second World War. Nobody is more equipped to do so than this iconic personality wearing the Swiss Flag, officials at ST are convinced.

“This is a perfect match, because Switzerland and its unblemished nature have clearly contributed to Roger’s unprecedented career,” said Martin Nydegger CEO of ST.

“I have always felt, whenever I step on the court, I am representing Switzerland. Whenever it says my name, there is a Swiss flag next to it. 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,” said Federer.

Communication activities will begin throughout the month of April with a focus on European cities followed by the USA and Asia Pacific. A series of visuals and short clips will showcase Roger Federer being energized by Swiss nature. On MySwitzerland.com, guests will be able to discover Switzerland through Roger’s eyes. He presents his preferred places, Swiss highlights as well as hidden gems.

Roger Federer is highly motivated to support his home country, and he will do it for a charitable cause. The compensation for his appearances as new ambassador for ST goes to the Roger Federer Foundation supporting disadvantaged children in Switzerland.