At the Laver Cup in Berlin, the world’s best tennis players from Europe and the rest of the world compete against each other. But why it is still mainly about a former player.
Nothing against Rod Laver, but at the Laver Cup in Berlin you sometimes feel like you’re at the Federer Cup. The Roger Federer Cup. Because wherever you go, the Swiss tennis star is already there. It starts outside the hall, where the tournament’s advertising partners have set up a small sponsor village in which no current players can be seen, just the former champion. Although Federer ended his career two years ago, his picture hangs larger than life at On, and Rolex and Moët & Chandon advertise with him, as does Oliver Peoples. Federer now wears the Californian company’s sunglasses and looks so casual that you want to call Barbara Broccoli: Here’s your new James Bond!
Source: Stern
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