The company will use the Swiss-born Wimbledon champion to promote its Lindt brand. It is hoping that Federer’s global fame will increase sales.
Federer – who the company says embodies its “fundamental values of Swissness, Premiumness, Quality and Passion” – will be used in marketing campaigns for the premium chocolate brand.
Ernst Tanner, chief executive and chairman of the board of Lindt & Sprungli, describes Federer as a “Swiss icon”, adding he hopes the two “will become the foremost ambassadors for Swiss quality.”
The six-time Wimbledon champion has several other brand ambassador roles and sponsors including Mercedes-Bendz, Nike, Rolex and Wilson.
He also appears in global campaigns for Gillette alongside French football star Thierry Henry and golf champion Tiger Woods.
He has a range of merchandise featuring his name and image available through his website.