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Mercedes Hooking its Star to Tennis

Wednesday, 30th April 2008 ~ Maggie ~ Link ~ Comments (1)

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With joint announcements that it has signed Swiss star Roger Federer to a "multi-year advertising and strategic marketing partnership" and would sponsor a youth development program for the sport here, Mercedes-Benz China is looking to stamp its logo on the future of tennis in China.

Federer will be involved with the "Swing for the Stars" program for players under 13 years old, recently launched by the Chinese Tennis Association (CTA) and Mercedes-Benz.

"It's exciting to work with a top brand like Mercedes-Benz in China," Federer said. "I look forward to helping them grow their business while increasing the popularity of tennis in China." Federer's other major endorsement deals include Gillette and Rolex. In China, he is highly visible as one of the faces of Nike athletic gear.

The announcement seemed planned to coincide with the conclusion of the Monte Carlo Masters Series, in which Federer reached the finals but lost to Rafael Nadal.

Development of young talent figures to play a huge role in sports marketing in China. International sports organizations realize that generating grass-roots growth is key to their popularity in China, while brands see an opportunity to get in front of future consumers, associate themselves with youth sports and get dibs on endorsements with rising stars.

Image: Chinese Tennis Association

Tags: Chinese Tennis Association, marketing, Mercedes, Roger Federer, tennis