Roger Federer is teaming up with Switzerland Tourism (ST) to act as an official brand ambassador for the destination.
The tennis star and ST are working to develop initiatives to promote Switzerland globally, beginning during April and focusing on Europe, followed by the U.S. and Asia-Pacific.
"I have always felt, whenever I step on the court, I am representing Switzerland,” Federer said. “Whenever it says my name, there is a Swiss flag next to it. I have been very proud to do that for the first 22 years I have been on tour, and it will always be like that. To join forces with ST now is a logical step for me.”
On MySwitzerland.com, guests will be able to discover Switzerland through Federer’s eyes, including his preferred places, Swiss highlights and hidden gems via a series of visuals and short clips.