Just before the U.S. Tennis Open is underway this summer in New York City, Mercedes-Benz recently announced that it is expanding its global marketing partnership with Swedish tennis ace, Roger Federer. This means that in and around Chicago, C-Class wagon advertisements will almost certainly feature Federer since as with any celebrity endorsement, this partnership makes Mercedes the proprietor of Federer’s image, as well as allows them to use his image in product placement.
Mercedes teaming up with Roger Federer is nothing new. The 16-time Grand Slam Champion has had ties with Mercedes since 2008 when he served as am ambassador for Mercedes-Benz China. So what will this new partnership mean for Federer and for Mercedes fans in Chicago? Used Mercedes-Benz dealer locations will most likely take full advantage of this deal and use Federer’s widely recognized celebrity to help them sell cars. Be prepared to see Federer in a lot more television ads, Mercedes print materials and maybe even in showrooms in and around Chicago. C-Class wagon drivers would certainly not turn down the opportunity to see the tennis phenom who until very recently ranked as the world’s number one tennis player (he has recently fallen to number 2 in the rankings for the first time since 2003).
Federer, also known as “The Federer Express” or “The Swiss Maestro” is considered by many to be one of the greatest tennis players of all time and holds several records in the world of tennis. For instance, he was ranked number one for 237 consecutive weeks, has appeared in 22 career Grand Slam finals and has won the Olympic gold medal in doubles representing his native Sweden.
Around Chicago, used Mercedes-Benz dealer fans should expect to see a whole lot more of Federer lending his name and image to market Mercedes products. The jury is still out as to how many more vehicles Mercedes will be able to sell because of this. One thing is for sure, everyone is certain to recognize him and who knows; maybe it will even make you take out that long forgotten tennis racket from the closet and hit the tennis courts.
