: How Roger Federer became one of the only athletes to earn $1 billion: ‘He’s a sports marketer’s dream’

by | Sep 15, 2022 | Stock Market

Roger Federer retired on Wednesday as one of the best tennis players ever. He won 20 Grand Slam titles, and was especially dominant between 2003 and 2007, when he won 10 Majors, including Wimbledon five times. His toughest rivals, Rafael Nadal and Novak Djokovic, recently surpassed Federer in the Grand Slam titles race — with 22 and 21, respectively — but there’s one area where Federer bests them: Earnings. Federer made over $1 billion during his career — $130.6 million on the court, and over $870 million off it. As Forbes points out, he is one of only six athletes to ever make over $1 billion.

“I am 41 years old, I’ve played more than 1,500 matches over 24 years, and tennis has treated me more generously than I ever would have dreamt,” Federer said in his retirement announcement. So why did Federer make so much more money than anyone else who has ever played tennis? His success off the court was naturally an extension of his prowess on it. But marketing experts say it was about something more: It wasn’t that he was just a great player, it’s that he carried himself with a certain bearing and dignity that made him all the more appealing to brands. “Roger is forever a gentleman,” said Mike Fahey, who heads a Boston-based marketing firm and is a lifelong tennis — and Federer — fan. “He doesn’t throw tantrums. Doesn’t hit ball people. Doesn’t abuse umpires. He’s the ultimate class act.” That’s a view seconded by Angeline Close Scheinbaum, a sports marketing professor at Clemson University. She said Federer scores high on all the key marketing yardsticks — namely, trustworthiness, expert …

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