Jura Renews Endorsement Deal With Roger Federer For $16 Million

Roger Federer’s recent resurgence culminated with him claiming his fifth consecutive US Open title. While Federer will continue to challenge World No. 1 Rafael Nadal for tennis’ top spot, he has secured a spot as a long-time coffee king.

Jura, the Swiss innovation leader in automatic household coffee machines, and Federer announced they have extended their partnership to the year 2016 for $16 million.

“As an avid coffee drinker, I am very happy and excited to help Jura further develop its brand worldwide,” said Federer, who becomes the long-term worldwide brand ambassador for the Swiss premium brand. The 13-time Grand Slam champion has represented Jura since August 2006.

“Roger Federer shares a lot of values with Jura: heritage, precision, hard work and a passion for excellence,” Jura General Manager Emanuel Probst said. “To have him as an ambassador helps us to open many doors and increases our brand awareness.”

In a release announcing the pact, Jura said its revenues increased 18.2 percent in 2007, and called Federer “an important factor in the growth of the Swiss company.” In the last decade, Jura reports is has quintupled its revenues.

“Now that the battle for the number one position in tennis has taken on a new dimension, the interest surrounding Federer has actually increased.” Probst said. “That adds even greater value to our brand.”

- Tennis Week