High-end coffee machine maker Jura Inc. has been partnered with tennis superstar Roger Federer since 2005. The Swiss company, which has U.S. offices in Montvale, N.J., recently re-upped with Federer through 2020.
Federer is already a blue-chip brand ambassador. But on Sunday, he will also be competing in the Australian Open final at the astounding (tennis) age of 35. If he wins, against either Rafael Nadal or Grigor Dimitrov, Federer will add an 18th Grand Slam title in Melbourne, tying on the larger professional-sports spectrum Jack Nicklaus.
Either way, it’s an ace right down the middle for Jura and Federer’s other sponsors Rolex, Mercedes-Benz, Moët & Chandon, Wilson and NetJets.
When Jura and Federer renewed their partnership for a second time in 2015, company CEO Emmanuel Probst praised Federer’s “trustworthiness and authenticity.” Ponder those words for a moment; they are about as good as it gets for an advertiser.
Meanwhile, Andre Agassi, the previous oldest men’s tennis Australian Open finalist at age 32 in 2003 (and who also at age 35 faced Federer in a U.S. Open final), talked to Australia’s Herald Sun about this miracle Down Under:
“Roger has gotten me to stop predicting anything, quite frankly,” Agassi said. “Because I never in a million years would have thought that he could sort of look and be at the level you can see that he’s at [at 35, after injury]. So it is remarkable and he might do it for a number more years and he can win more slams, not just one.”
Previously on FishbowlNY:
Roger Federer Is Attending the Oscars!