Federer is new Sunrise ambassador

Accordingly, the first action of the new partners is to be the auction of prints of the sunrises shown on Federer's Facebook profile for the benefit of his foundation. For days, Federer has been posting them with the hashtag #MySunriseToday.

According to Sunrise's head of marketing, Timm Degenhardt, Federer will represent the company's values, which have been built up over the past two years: Fairness, transparency and customer orientation. Subscriptions without fixed contract periods are listed here as an example.

Sunrise came to the deal with Switzerland's best advertiser - 90 percent of German-speaking Swiss know him, 80 percent find him likeable - by chance: Marketing Director Fabrice Allegro is the cousin of Federer's longtime doubles partner Yves Allegro, who made the initial contact. The partnership runs for several years and is not linked to Federer's success as a tennis player. In return, the star also has no exit clause should Sunrise be sold or the company run into problems (network quality, customer satisfaction). (hae/SoZ)

Teaser image (portrait of Roger Federer): Keystone