Jura is extending its brand ambassador partnership with Roger Federer, inking a five-year extension of its contract with the tennis star, who has served as brand ambassador since 2006.
The relationship, which will now continue through 2025, celebrates their shared values of performance, precision, prestige, elegance and a passion for excellence, according to the company.
Federer is featured in print advertising for Jura automatic coffee machines, with the core product message of “freshly ground, not capsuled.” As part of this multifaceted relationship, Federer has participated in Jura events, and there is a lifelike 3D figure of him at the Roger Federer Walk of Fame at Juraworld of Coffee, at the company’s global headquarters in Niederbuchsiten, Switzerland.
“We are extremely proud of our association with Roger Federer and what this communicates about the values and quality of the Jura brand,” said David Shull, evp/marketing and communications, for Jura Inc. “Knowing him as we do, we were not surprised to learn that he and his wife have just donated one million Swiss francs— over $1 million— to help vulnerable Swiss families affected by the coronavirus crisis. We salute his generosity and compassion, as we have many times before.”