Federer Grinding It Out

by: TENNIS.com | May 20, 2009

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Roger Federer is used to breaking records—even his own. And with all his press commitments and sponsor obligations, as well as a full on-court schedule (the guy usually plays until the final Sunday in every tournament), it is a wonder he has any energy.

Now, the top-ranked Swiss can get a jolt from a beverage brewed close to home.

Federer recently inked a deal with Swiss coffee-maker Jura, which specializes in fully-automatic gourmet coffee and espresso machines.

According to the company’s website, “The Swiss multiple Grand Slam Winner will represent JURA as an Ambassador both in Switzerland and internationally and spread the message of their common values across the world: performance, precision, prestige and passion for excellence.”

Federer was on hand September 26, along with Jura General Manager Emmanuel Probst, to “inaugurate the JuraWorld of Coffee.”

Ads show the Swiss dressed from head to toe in neutral tones of cappuccino and espresso with various coffee drinks. The four different pictures are titled, “Break: Federer,” “Second Service: Federer,” “Set: Federer,” and “Service: Federer.” Guess “Game, Set, and Match,” was too cliché.

Regardless, this adds yet another company to Federer’s growing list of endorsements. Are more players next? The Maria Sharapova Smoothie Maker? The Rafael Nadal Tapa Microwave? The Marat Safin Automatic Racquet Breaker? And my personal favorite, the Nikolay Davydenko Hair Club for Men. Okay, let’s not give them any more ideas.
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