Roger Federer is expanding his brand empire – and has a new logo protected – sport

At the beginning of December, Roger Federer announced the good news for his attachment. Just in time for the Christmas business, caps with its iconic RF logo are on sale again – in eight different colors. It wasn’t until February that Federer and his former supplier Nike were able to come to an agreement after two years of tug-of-war. The rights were transferred from Nike to Tenro AG, under whose roof Federer combines his commercial activities. In the summer, the tennis player, who has convalesced after two knee operations, presented the sneaker “The Roger”, which he developed together with the running shoe manufacturer “On”. The second coup will follow in 2021 – a shoe called “The Roger Clubhouse”.

An inconspicuous single-family house in a settlement in Bottmingen, a municipality in the Basel agglomeration, surrounded by tall trees, manicured hedges and lots of greenery. Roger Federer’s Tenro AG is domiciled here. And she has had eventful months. In the meantime, no fewer than ten trademarks have been entered in the trademark register for the company, from whose board of directors Federer left in 2018, but which he still controls as Chairman of the Board of Directors of Tenro Holding AG.

At the beginning of December, the brand family was expanded by four members: in addition to “The Roger Clubhouse”, these include “The Roger Wildcard”, “The Roger Center Court” and “The Roger Advantage”.

Learned from the debacle with Nike

Advantage Roger Federer. Even when it comes to possible income. Because unlike the RF logo, which his long-term partner Nike had registered on him, which caused irritation after the expiry of the contract between the two parties, Federer retains control of his brand empire. The strongest indication of how important this seems to him is that the rights to “The Roger” and “Roger”, which “On” had protected in autumn 2019, were already transferred to Tenro AG in March. And that although Federer joined the running shoe manufacturer as a partner a year ago and, depending on estimates, invested between 50 and 100 million francs.

Bernard Volken is an expert in trademark law at the Bern law firm Fuhrer, Marbach & Partner. He suspects that Federer learned from the experience with Nike. He describes it as astonishing that he has given the rights to the logo to the sporting goods manufacturer. With the trademark registration in Switzerland, Tenro AG now has six months to extend protection internationally, for example to the EU, the USA or China. Brands can be “on” – as in the case of “The Roger” – use it with the consent of Tenro AG, and request Federer license fees. The latter should only become an issue if Federer withdraws as a partner or falls out with his partners.

“On” did not want to comment on the assignment of the trademark rights to Tenro AG and any license fees at the request of CH Media.

Clothes, shoes and Christmas tree decorations

Volken suspects that Federer is pursuing the strategy of establishing a series of brands with several brands that contain his first name. However, the Valais has doubts as to whether this is effective. Volken says: “Clubhouse, Advantage, Center Court, or Wildcard are terms that can hardly be monopolized and successfully enforced.

The first name ‘Roger’ is also difficult to monopolize. ” Federer is the best-known “Roger”, but not the only one. It is also astonishing that Federer only had the brands protected under class 25 of the international Nice classification – i.e. for clothing and shoes. But not under class 28, which would include sporting goods of any kind.

It is not impossible, but rather unlikely, that Roger Federer did not have the brands protected for projects with “On” – but intends to bring his own line onto the market one day. The 39-year-old would have made provisions for this case as well. He had a brand logo protected as early as spring – an R with a black point, valid in no less than five classes. This includes not only sporting goods, clothing and footwear, but also sound carriers, leather goods, suitcases and suitcases, but also glassware, toys and even Christmas tree decorations. The playing field that Federer opens up for the time after his career is huge, the foundation for it has been laid.

Federer tried to go it alone once before. The eau de toilette, aftershaves, shower gels and deodorants sold under RF Cosmetics were not able to establish themselves. In 2009 the company was liquidated.

This year, Federer had two knee operations. He played his last serious fight in January at the Australian Open. He spent the last few months recovering – and to make preparations for the time after the resignation. In 2017 he said: “The fans want me to play until forty. But at some point I’ll stop. And maybe much earlier than most people think. ” Federer celebrates his 40th birthday in August. As the head of a brand empire.