Federer to Become Global Ambassador for Lindt

October 29, 2009

Kilchberg (Switzerland) — Premium chocolate manufacturer Lindt & Sprüngli is partnering with Swiss tennis champion Roger Federer in a long term deal to serve as the global brand ambassador for his favorite LINDT chocolate.

Lindt & Sprüngli is delighted with this opportunity to associate with the most successful tennis player of all time. The contract details of the agreement will not be made public.

For the first time in the company’s history dating back for more than 160 years, the Lindt & Sprüngli Group is linking its own name to that of a celebrity. The global fame of top sportsman Federer makes this partnership a highly promising opportunity for Lindt & Sprüngli to further enhance the global popularity of its premium chocolates and become still more firmly established in key global markets. With his likeable and down-to-earth image, Federer is the ideal brand ambassador for Lindt & Sprüngli. He uniquely embodies Lindt & Sprüngli’s fundamental values of “Swissness,” “Premiumness,” “Quality” and “Passion.” The association of these important attributes with the names of LINDT and Federer symbolizes the perfect “match” between the number 1 in premium chocolate and the number 1 in the world of tennis.

Ernst Tanner, CEO and Chairman of the Board of Lindt & Sprüngli, comments: “We are naturally delighted to be able to name Roger Federer, an exceptional and well-known Swiss icon, as our brand ambassador. Together with Roger Federer, we will become the foremost ambassadors for Swiss quality.” And Roger Federer confirms this: “I am Swiss by birth, and since my childhood, I have always been a great fan of LINDT chocolate. I am very excited to partner with the global leader in premium chocolate and I enjoy their products and am very impressed with their plans for future growth.”

Alongside the proven and successful communication concept based on the universally popular Maîtres Chocolatiers, the cooperation with Roger Federer will be used as an additional communication instrument in Lindt’s global marketing efforts.