Roger Federer continues to grow his immense popularity, even away from the courts. Traveling this week in Asia, the former world number one is putting his image at the service of his commercial partners, who see in him a major asset to conquer a booming market, details an article from our colleagues at Watson.
Last weekend, the Swiss was in Tokyo for the farewell of local legend Kei Nishikori, during an event organized by Uniqlo. The Japanese brand recruited him in 2018, with a ten-year contract estimated at $300 million. After Japan, the man with twenty Grand Slam titles joined China, where he notably visited Shenzhen.
Exploding turnover figures
In March, the Swiss equipment manufacturer On, of which Roger Federer has been a shareholder since 2019, opened its largest store in the country, covering 802 m2. China already represents its second largest market, with more than 80 stores. The company plans to have 100 by the end of the year. In Asia-Pacific, its turnover jumped by 96.4% in 2025.
The presence of the Maestro reinforces this strategy. On Xiaohongshu, a Chinese platform with more than 300 million monthly users, three trips to Shenzhen are offered as part of a competition. The main attraction? A meeting with the tennis legend.
Lindt & Sprüngli also benefits from its image. Ambassador of the Swiss chocolatier since 2009, Roger Federer supports its growth in Asia. In 2025, sales increased by 19.3% in China and 18.3% in Japan.
In these markets, the Master embodies success, elegance and Western prestige. Its notoriety represents a valuable commercial lever for brands seeking to attract wealthy customers.
On Friday, Roger Federer will return to the court in Shanghai for an exhibition alongside Li Na, Marat Safin and Dinara Safina. He clearly no longer needs to win titles to make a profit, nostalgia having taken over.
