Roger Federer becomes face of Switzerland Tourism and Uniqlo’s campaign in Asia

The tennis legend will star in new Switzerland Tourism ads targeting Asia


Roger Federer becomes face of Switzerland Tourism and Uniqlo’s campaign in Asia

Roger Federer

Roger Federer is set to be the face of Switzerland Tourism as they aim to produce advertisements targeted to people in China and the rest of Asia. Federer will reprise his role as the official ambassador for tourism in Switzerland as Switzerland Tourism launches an extensive campaign for Asia in January.

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The hope is for Roger Federer’s popularity in Asia and China, in particular, to attract more people to visit Switzerland. The 20-time Grand Slam champion is well-known in the region due to his collaboration with the Japanese brand Uniqlo. He is well liked by people in Asia. With COVID restrictions lifting in China, Switzerland wants to welcome tourists from the country back to the European country. Travelers from China have historically made up a significant proportion of tourists in Switzerland. Unsurprisingly, the country is keen to see them return.

Roger Federer has been the official ambassador for tourism since 2021. The famous tennis star appeared in ads with US film stars Robert De Niro and Anne Hathway to promote tourism. In the videos uploaded on the My Switzerland YouTube channel, Federer is seen listing down various activities the two celebrities could partake in while in Switzerland. These clips were massive hits, garnering tens of millions of views, a testament to Federer’s popularity.

Federer has been able to explore different things since he retired from tennis in 2022. His last match was at the Laver Cup, where he played alongside longtime rival Rafael Nadal in a doubles game. An emotional farewell was well attended, with Federer moved to tears at the end.

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The love for the Swiss legend was clear to see. The a packed crowd at the O2 Arena in London was vocal throughout in support of Roger Federer. The event even moved Rafael Nadal to tears. The careers of the two players were so interlinked that Nadal was teared up witnessing the reception his great rival received. Now in a new phase of his life, Federer has become more involved in business and taken on multiple ambassadorial roles.

Related: Cameron Norrie has complete faith in Jack Draper to upset Rafael Nadal at the Australian Open

Roger Federer will be face for China, where Shuai Peng is still missing

Peng Shuai
Peng Shuai

Federer is set to lend his image for ads in China, a country whose status in the tennis world has been under question for some time. The disappearance of Chinese tennis star Peng Shuai has been the reason for China’s ban from hosting tennis events.

Peng Shuai disappeared in 2021, shortly after she accused retired Chinese official Zhang Gaoli of sexual assault. The social media post where she revealed this was also censored. Her disappearance raised the alarm among the tennis administrators and players. WTA has not conducted a tournament in China since as they seek assurances of the player’s safety.

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The Australian Open will also allow fans to wear shirts reading “Where is Peng Shuai?” this year. However, the tide is turning in China’s favor. Peng Shuai’s presence at the 2022 Beijing Olympics, where she was pictured with IOC President Thomas Bach, was taken as an assurance that she was okay. Recent reports have revealed the Women’s Tennis Association (WTA) Tour is looking to revoke its ban on China and stage events in the region during the 2023 season although no official confirmation has been made yet. This is a sorry state of affairs, as every communication from Peng Shuai in the last two years has come through state-controlled media.

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