DEAL ACCEPTED: Tennis legend Roger Federer signs a 4-year contract with Team Emirates United, worth \$198 Million as their new global ambassador and strategic advisor.
In a monumental agreement that unites sports legacy with global brand power, Roger Federer has officially joined Team Emirates United in a dual role that highlights both his unparalleled stature in the world of tennis and his growing influence in global business.
As the new global ambassador, Federer will lead a series of international campaigns promoting innovation, sustainability, and elite performance, values shared by both the tennis icon and the Emirates United brand. The four-year deal, estimated at \$198 million, also sees Federer taking on a strategic advisory position, helping shape the team’s outreach strategies and global expansion initiatives.
Speaking on the landmark deal, Federer said, “This partnership goes beyond sport — it’s about creating a legacy of excellence and global connection. Team Emirates United embodies everything I believe in, and I’m excited for what we’ll build together.”
Executives from Emirates United celebrated the announcement with a red-carpet ceremony at Dubai International Airport, where Federer arrived aboard a custom-branded Emirates jet. The event drew major media attention and set the tone for what many predict will be one of the most influential athlete-brand collaborations in recent years.
Industry analysts have hailed the move as a masterstroke, further cementing Federer’s post-retirement legacy while significantly bolstering Emirates United’s profile in emerging markets and luxury sectors.
The first global campaign featuring Federer is expected to launch this summer, spanning digital platforms, high-profile events, and exclusive merchandise drops worldwide.
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