Image? Flawless!
When was the last time Roger Federer was tabloid fodder, the subject of a lurid tale?
Possibly never.
When Nike and Rolex signed him, they certainly expected good results – but to have a player so flawless even off the court may have been unprecedented.
Look at Tiger Woods and Accenture: the firm had Woods as the face of their company for a long time, and it paid them dividends - right until Woods’ personal life came crashing down; Accenture, with the baggage of Arthur Anderson, were forced to disassociate with him.
Federer on the other hand, is perhaps the high-achieving student your parents always compared you to, better in every possible way with no airs around his achievement.
Juicy gossip? No. Temper tantrums? No. Political issues? No. A Devoted husband, a great father, and a gentleman on and off the court.
He’s also a repeat winner of the Stefan Edberg Sportsmanship award and the ATP Fan Favourites award – and that should tell you a lot.
It is perhaps that flawless image that makes it even more difficult for some fans to identify with him.
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