Expert explains: Federer’s Oscar performance is ‘brilliant move’

At the Oscars, Roger Federer (42) and his wife Mirka Federer (45) also walked the red carpet among the Hollywood stars. When asked what he was doing there, the tennis maestro replied: “I was invited and I usually have a lot to do around this date, so I said why not spend the night with my wife with the Oscars and the See stars? ”

Wherever Federer appears, he attracts attention. He uses this to advertise the luxury eyewear brand Oliver Peoples. In April 2023, he announced that he will start designing sunglasses because everyone needs stylish glasses. A few days before the model named Mr. Federer goes on sale (price: 396 to 440 francs), he shows himself with it.

Radiation like Hollywood stars

Federer brings so much value to the brand, Anja Lapčević, co-CEO and Chief Influence Officer at Kingfluencers AG, tells Blick. “He has as much charisma as the stars in their dresses and receives worldwide attention – also because it is not an everyday appearance for him.” In addition, Federer walks the red carpet with his wife. “This increases the value enormously,” says the marketing expert. This means he appeals to more target groups. The men look at what Roger is wearing, the women are interested in Mirka’s dress and jewelry – such as her glittering Rolex watch. It not only inspires women, but also represents enormous added value for the brand.

Federer’s looks don’t just add to the brands he wears. He also benefits from it himself. Since his retirement in September 2022, he has not been so present on the tennis courts. “With these kinds of performances he is creating a new platform for himself,” Lapčević explains. He continues to rebuild his value, stay in conversation and reach other lifestyle groups.

Federer with influencer qualities

Part of the job as a brand ambassador is having a presence on social media. Influencers are expected to clearly indicate whether the content is sponsored or advertising. Lapčević knows that her work is closely monitored and certain things are immediately criticized. An example of this is traveling to Dubai. Things are different with Federer. “He can do just about anything,” she explains. “He is even being celebrated for a performance in Dubai.”

Influencers are bound by specifications they receive from the agency or brand. Transparency is required when working through a professional agency such as Kingfluencers. “You have to clearly indicate this when you place advertisements,” Lapčević explains. This is not clearly regulated in the law, but it is expected of them. “Your followers want to see what they received as a gift and what they buy themselves.”

And what about Federer’s qualities as an influencer? “His Instagram stories are very professional,” analyzes Lapčević. Commercially, he makes optimal use of his platform and image. The only downside is that they are not marked as advertising. Then they would be even better. But: “The look and feel of his stories are absolutely Oscar-worthy.” All in all, Federer’s appearance in Hollywood is “a brilliant move” because the audience there fits perfectly with the brands represented.