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- The SI King 23 Nov 2009
  CNBC's Darren Rovell has the story on Scott Smith putting his Sports Illustrated collection on sale.
- Weis's Golden Parachute 23 Nov 2009
  CNBC's Darren Rovell follows the money and the future of Notre Dame head football coach, Charlie Weis, after another disappointing season.
- The Future of the NFL 20 Nov 2009
  Discussing the state of the game, with Tom Condon, CAA Sports and CNBC's Darren Rovell.
- Lebron's Number 13 Nov 2009
  Lebron James tells fans he will likely ditch the number 23 next year. CNBC's Darren Rovell has the story.
- The Bullet-Proof Idea? 13 Nov 2009
  Discussing bullet-proof sports equipment, with Rob Vito, Unequal Technologies president and CNBC's Darren Rovell.
- Celtics Courting Fans 11 Nov 2009
  The Boston Celtics are working hard to keep fans, with CNBC's Darren Rovell and Celtics president Rich Gotham.

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CNBC ON DIGG

Roger Federer Signs With Chocolate Brand Deal

Published: Thursday, 29 Oct 2009 | 1:04 PM ET

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By: Darren Rovell
CNBC Sports Business Reporter

When you think of blue chip brands, chocolate companies aren't the first thing that come to mind.

But it always seemed like a natural for Roger Federer, the world's best men's tennis player, to sign a deal with Lindt, the top chocolate brand based in his native Switzerland that has been trying to expand its popularity outside its European stronghold.

Today, the two announced a deal, which will make Federer the company's first ever spokesman.

"Lindt is the number one premium chocolate brand in the world and this new partnership further cements Roger as one of the most marketable global icons," said Federer's IMG agent Tony Godsick. "Both the Lindt brand and the Roger Federer brand are exports from Switzerland and have really made it on the world stage."

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