Federer still 'best brand ambassador' in tennis despite Wimbledon defeat

Despite his quarter-final exit from this year's Wimbledon tennis championships, Swiss star Roger Federer remains the sport's best brand ambassador, according to a consumer poll commissioned by Marketing.

Roger Federer: appeared in ads for Credit Suisse
Roger Federer: appeared in ads for Credit Suisse

The OnePoll research also showed that Britvic-owned soft drink Robinsons is the brand most associated with the tournament.

Of the 1000 respondents, almost 31% cited six-time champion Federer as the best ambassador for brands. Briton Andy Murray was in second place, with slightly more than 17% of the vote. Federer represents the Gillette, Credit Suisse and coffee maker Jura brands, among others.

About 14% said men's runner-up Rafael Nadal was the best ambassador, while of the female players, Russian Maria Sharapova was considered the most attractive prospect for brands.

From a list of official sponsors, 47% of respondents identified Robinsons most closely with the championships; Slazenger was second with 23%.

However, there was a lack of awareness of sponsors IBM and Sony's association with Wimbledon. Just 1.6% and 0.6%, respectively, connected the pair with the event.

Only 23% of respondents believed Wimbledon was becoming 'too commercial'; more than 53% disagreed. The 2011 men's title was won by Serb Novak Djokovic, who beat Nadal in front of a UK TV audience of 5.5m.

The Czech Petra Kvitova won the women's title, while Murray lost in the semi-finals.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published