The Barilla Group has announced that it has reached a long-term agreement with tennis star Roger Federer, making him the new brand ambassador for the brand.
Vice Chairman Luca Barilla said "For years it has been my dream that Roger could join Barilla in the fascinating mission of helping people eat better, in favour of their health and the sustainability of the planet. [...] Now this dream has come true."
“We are confident that his values and global star power, coupled with our history and our way of doing business, will be of great help in bringing Barilla even further into its mission.”
Federer revealed on his Facebook page that his invisible supporter since day one has been pasta.
In the main press release, Federer said “Barilla pasta and sauces provide the energy that I need to succeed on the tennis court and enjoy my family’s favourite activities. Pasta has been part of my daily diet for so many years that this partnership is a natural. I am excited to be joining forces with Barilla. They are the best in the business.”
Sporting History
The 18-time Grand Slam veteran and two time Olympic medalist spear heads a star-studded roster of the Barilla Group brand associates from the world of sport.
It sponsored football team AS Roma, and has had other big name ambassadors in the football world such as Ricardo Kakà, Stephan El Shaarawy and Thomas Müller. It also features Alberto Tomba in skiing, and Francesco Moser in cycling.
Since 2015, Barilla has also been the main sponsor of the Italian national basketball teams.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Aidan O'Sullivan. Click subscribe to sign up to ESM: The European Supermarket Magazine.
