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How Roger Federer Became the Highest Grossing Athlete on the Planet

Roger Federer has always been a popular sports personality but his star has risen exponentially in recent years, even though his appearances on the ATP Tour have begun to diminish as his incredible career draws to a close.

In this article we look at the man and the legend who has become the marquee asset for all of sports entertainment, boosting the Swiss maestro from someone who regularly featured as one of the richest sportsmen in the world to becoming the unrivalled number 1.

Once the ball got rolling with Federer’s endorsement portfolio it never showed signs of slowing down

Ageing Sports Stars are the Most Marketable

For whatever reason, those sports stars who are coming to the ends of their careers tend to be the ones who earn the most, both from a salary perspective and from promotional deals as well.

The top five earners in 2020 were all men coming towards the end of the sporting road, such as Cristiano Ronaldo, Lionel Messi, Neymar and LeBron James.

What this shows is that, as a sportsman gains experience whilst also becoming more relatable to older and wealthier fans, his worth skyrockets. Federer is the best exponent of this on the planet.

Only Premium Brands Will Do for the GOAT

Of course, Federer is not making all that money from prize money alone, with the Swiss only pocketing a few million each year from the grand slam and ATP Tour tournaments he wins each season.

The real money that lines Federer’s deep pockets comes from lucrative sponsorship and endorsement deals. This is undoubtedly what has propelled the most decorated male tennis star from ranking at number 4 in the sports earnings charts in 2017, to topping them in 2020.

Among his bulging portfolio of top brands are the likes of Mercedes-Benz and Lindt. This is also what is so clever about the way Federer cultivates his personal brand and image, only ever associating himself with companies which are viewed as being at the top of their respective fields, thus fitting with Federer’s own GOAT persona.

Federer is making the most of the twilight years of his career

Healthy Competition Drives Fed to be Better

Any leader in any business sector will tell you that their rivals may be annoying or petty, but that ultimately it is the competition they provide which drives them to be better.

That is definitely the case for Federer, with the likes of Rafael Nadal and Novak Djokovic pushing him to his limit every time he steps out on the court.

What has been particularly important for Federer’s earning power is that fans do not seem to mind him relinquishing records to the Spaniard or the Serb, because in their eyes he will always be the GOAT no matter what the rest of the ATP’s stars do in the future.

This means that despite some tennis analysts and experts claiming Rafa or Novak are the best ever, the majority of fans would still not hesitate to pronounce Roger as the unrivalled king of the court.

Transcending Sport is What Brings in the Big Bucks

Throughout history there have always been those athletes who have become something more than just the person who chases a ball for a living or who has relentless competitive spirit.

Some names that immediately come to mind are Muhammed Ali, Billie Jean King, Diego Maradona, and Usain Bolt.

While being dominant in their respective sports, what always set such athletes apart from the rest was their ability to stand for something more than just winning, to the point that it almost became a secondary consideration. This meant that real artistry could be enacted in the boxing ring, on the tennis court, on a football pitch or running track.

By consistently carrying himself as a man of integrity and sportsmanship, Federer has put himself on a par with these great names, and his brand is only set to attract more riches as he eases into retirement with companies in search of celebs with real financial pulling power.

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