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This
past Friday, a record filled stadium of 51 954 spectators witnessed the
‘Match in Africa’. Roger Federer took on Rafael Nadal to come out on top in the
sixth match in Africa for Roger Federer’s charity. The match raised more than
three and a half million dollars in funds for the Roger Federed Foundation which
supports educational programmes for children in Africa. As many were charmed by Federer’s humility, one
needs to remember that the magnitude and influence of such an event is made
possible by the great reputation that Federer has and how he has nurtured it
throughout his career.
“Our
athletes are under constant scrutiny to maintain their reputations,” says Chris
Bischoff, reputation manager at Reputation Matters. “They are thrust into the
media and public eye and are under constant pressure to uphold and represent
their personal values, their teams and those of their sponsors. The athletes
that go on to leave a legacy long after retirement are the ones who have
perfected their reputation and own personal brand. Those who have ‘dropped the
ball’ in maintaining a positive reputation are left to pick up the pieces. One
of the most well known examples, Lance Armstrong lost in the region of
US$ 100 million to sponsorships that he lost and to lawsuits,” continues Bischoff.
Brands
specifically want to sponsor players and teams that resonate with their values
and that represent their brand in a positive light. A good performance and a
clean reputation is a recipe for a career long partnership. This is evident
with Federer’s primary sponsor, Rolex. The tennis star and top watch brand have
enjoyed a lucrative partnership since 2003. With the cost of travel, accommodation
and equipment, having sponsorship is absolutely necessary as a professional
sports athlete.
“Federer
has an impressive portfolio of sponsorship with the likes of Rolex, Mercedes
and Wilson. Along with his humble demeanour and impressive performances on
court, he has a strong social outreach with the Roger Federer Foundation; it is
no surprise that top brands want to be associated with him,” says Bischoff. “It
is no different in the corporate landscape; a company with a top performance,
authentic communication and strong social outreach, will invite the right
strategic brand partners who resonates with its company values.”
Professional
sports athletes that do a good job at nurturing a positive reputation
throughout their careers often go on to become successful long after their
sport career has ended. Rugby World Cup-winning Springbok hooker Schalk Brits
quickly earned himself a position as investment holdings company, Remgro.
Another great example, George Weah who is regarded as one of Africa’s greatest
soccer players of all time. He made his name with Italian giant AC Milan; his
net worth is $87 million dollars. Today he is the president of Liberia,
something that he would not have achieved if he didn’t have a good reputation
and if people didn’t resonate with his values.
“With a big
heart for Africa and a strong reputation, Federer has left a wave of positive
influence in our country,” concludes Bischoff.
For more
information about Reputation Matters, visit www.reputationmatters.co.za.
Follow Reputation Matters on Facebook (@yourreputationmatters) or Twitter
(@ReputationIsKey).
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Released by
Reputation Matters
Media contact:
Chris Bischoff
081 435 2917
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