By Adrianna Outlaw
Andy Roddick and Roger Federer squared off in semifinal showdowns at Wimbledon and the Tennis Masters Cup. Now, the top two players of the present time are teammates in a time honored tradition ? as athletic endorsers of Rolex watches.
The 21-year-old Roddick has signed a multi-year contract to endorse Rolex, joining Federer and Hall of Famer Chris Evert as an endorsers of the Swiss watchmaker, which has served as the official timekeeper of Wimbledon since 1979.
Wimbledon winner Federer is featured in the Rolex ad on the back cover of the current Tennis Week. A photo of Federer completing his serve tops the ad which carries the caption: "Those who dare to return his serve are only doomed to reckon with his volley."
The top-ranked Roddick will also appear in future print ads for Rolex.
Financial terms of the deal were not disclosed though Terry Lefton of the SportsBusiness Journal reports Rolex "typically pays in the low to mid six-figure range." Ken Meyerson ? president of SFX Tennis, which represents Roddick ? told Lefton he is pursing future endorsement deals for Roddick with auto makers and beverage companies.
"We like Andy's association with a blue-chip brand and like their brand being associated with 'next generation' athletes," Meyerson told the SportsBusiness Journal. "That's why it works."
The reigning U.S. Open champion, who has existing endorsement deals with Reebok and Babolat, sports his new milk mustache in the current "Got Milk?" ad campaign that launched last month.