Switzerland Tourism ends Federer partnership after five years

Switzerland Tourism will no longer feature Roger Federer in its advertising campaigns after five years of collaboration, SRF reported. The tourism organisation said it wants to introduce a new face and concept to offer audiences something new and surprising.

Federer’s final campaign was released in 2025, featuring American actress Halle Berry promoting Switzerland in autumn. Earlier adverts paired him with comedian Trevor Noah in 2023 and Danish actor Mads Mikkelsen in 2024. The Mikkelsen video, which showed the pair bathing in autumn leaves, attracted more than 125 million views.

Federer’s first campaign for Switzerland Tourism, in 2021, featured actor Robert De Niro and aimed to attract visitors from the United States after the Covid-19 pandemic. It was viewed more than 50 million times on YouTube. The organisation said the cost lay less in producing the clip than in distributing content featuring Federer. Around a third of its annual summer campaign budget of 40 million to 45 million Swiss francs went to that effort. Switzerland Tourism has not disclosed Federer’s pay, but said all compensation went to his foundation, which supports disadvantaged children.

The following year, Federer appeared with actor Anne Hathaway to promote the Grand Tour of Switzerland. Switzerland Tourism called the campaign profitable, saying a more traditional film would likely have cost as much to produce, while achieving comparable attention and impact would have required a much larger investment. Spokeswoman Véronique Kanel made the remarks to Swiss broadcaster RTS.

In 2018, Nicolas Bideau, director of Presence Switzerland, told RTS that Federer was the only person from Switzerland who would be recognised immediately. He said Federer’s game, reliability, quality, consistency and fair play conveyed Swiss values.