Sports Biz with Darren Rovell

Roger Federer Signs With Chocolate Brand Deal

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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