Brand Ambassadors are always tricky business. Ask Nike about their relationship with Tiger Woods. Still, the rub-off brands can get from celebrities is no doubt enticing.
Case in point, Moët & Chandon, the French Champagne house which holds a Royal Warrant to supply champagne to the Queen of England is partnering with Swiss tennis star Roger Federer and using him as a “Brand Ambassador.” Federer is on the downside of the peak of his career, but still has the sex-appeal, sports-appeal and aspirational aura that makes for a good brand ambassador. He reportedly earns some $30 million a year from various sponsorships, like Rolex, Nike and Wilson.
Moët & Chandon is spinning Federer as a worldwide sports and lifestyle icon who “radiates boldness, elegance and generosity, from the tennis court to the red carpet to giving back to the world community.”
“Roger Federer personifies the glamour of achievement, great generosity and tremendous style values that have been key to our House throughout its long history,” added Stéphane Baschiera, President and CEO of Moët & Chandon. “As the champagne of victory and an enthusiastic supporter of major tennis tournaments around the world, we are extremely proud to welcome Roger Federer with Moët & Chandon’s hallmark hospitality."
Federer will be the focus of M&C’s upcoming advertising campaign, scheduled for March 2013. The House hired renowned fashion photographer Patrick Demarchelier to shoot the campaign.