Upmarket Swiss chocolate maker Lindt & Sprüngli has signed up tennis star Roger Federer to serve as global brand ambassador for its Lindt chocolate.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Related Company Profiles

View all

This is the first time in the company’s history that it is has signed a “celebrity” deal, the group said today (29 October).


The contract details of the long-term agreement have not been made public.


“The global fame of top sportsman Federer makes this partnership a highly promising opportunity for Lindt & Sprüngli to further enhance the global popularity of its premium chocolates and become still more firmly established in key global markets,” Lindt & Sprüngli said.


The deal with Federer will be used as an additional communication instrument in Lindt’s global marketing effort, the company said.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Lindt is the latest food maker to sign up Federer. He joined forces with Swiss dairy group Emmi in 2003 to plug a range of products, including yoghurt and muesli.


An Emmi spokesperson told just-food that the contract ended in the summer and that it would not be renewed.


“We don’t have a contract with Federer anymore,” the spokesperson said. “It ran out two months ago. We have been working with him the for the last six years and so the contract ended as planned.”