Federer Uses Media Spotlight to Help Children through UNICEF
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Contact: Liza Horan
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04/03/06 - New York--You never see Roger Federer sweat--
figuratively. Certainly over the past 114 weeks as the world’s No. 1 tennis player, he’s dropped gallons of fluid slogging it out from the baseline or cutting razor-sharp angles from the net, but any nerves have been hidden from view.
Yet today, on a stage far removed from the familiar grass of Wimbledon or bellowing crowds of the U.S. Open, with no opponent to stare down or outplay, the Swiss champ seemed--could it be--a little nervous?
“Yes, today I am nervous,” the champion said with a laugh, just after signing an agreement to become a Goodwill Ambassador for UNICEF. “Can you tell?”
Less than 24 hours after hoisting the singles trophy at the Nasdaq-100 Open in Key Biscayne, Fla., Federer had arrived on the dais of Labouisse Hall at UNICEF headquarters to make official his global effort to improve the lives of needy children.
He was welcomed with a standing ovation by an unprecedented crowd of media, United Nations personnel, and UNICEF staff.
“It is a great day for the children of the world,” announced Mr. Adolph Ogi, a fellow Swiss who is Special Adviser to the Secretary-General on Sport for Development and Peace and is affectionately referred to as Federer’s “godfather” at UNICEF.
The dapper Federer, who said he was “inspired and humbled at the same time,” joins such figures as former “James Bond” actor Sir Roger Moore, actress Vanessa Redgrave, soccer star David Beckham and singer Shakira in the effort to improve the lives of underprivileged children.
“It’s important to me to help the children of the world who do not have the basic resources,” said Federer, who went on to describe the emotions he experienced while visiting HIV-positive in South African hospitals. “I may have achieved a lot on the court, but I would also like to try to achieve more now off the court. That's one of my big goals in the future, and it's really a privilege for me to continue this great tradition of UNICEF.”
Federer was invited to serve as a Goodwill Ambassador because of his visibility, special talents, experience, and “his strong sense of personal responsibility,” said the organization’s executive director, Ann M. Veneman. She noted that Federer’s record in humanitarian affairs was lengthy, particularly for someone at the age of 24. In addition to creating his own foundation in South Africa to help children participate in sports, in 2004, Federer helped the United Nations launch the "International Year of Sport and Physical Education" with Kofi Annan. In 2005 he led several fundraising efforts for the victims of the tsunami, and took part in the ATP-UNICEF program called Assisting Children Everywhere (ACE).
“There is a tsunami every day,” said Federer, referring to the emergency situations that exist in so many parts of the world. “I hope to work with UNICEF and ATP to call attention to these problems.”
Federer said his childhood goal was to compete at Wimbledon and meet heroes like Boris Becker. He always hoped that after a breakthrough he would be in a position to improve the lives of others.
If his manner with two junior reporters at the press event was any indication, Federer has a innate gift of relating to people. For his one-on-one interviews with 11-year-old Emily, who was writing for
Time for Kids, and 12-year-old Julietta, who was filing a report for Junior Scholastic TV, the 6-foot-1 player asked for chairs so they could do the interviews seated, lest he tower over them.
While the challenge would appear to be how he will find time for UNICEF duties on top of his full-time job, Federer is undaunted.
“I travel the world 11 months of the year so I’ll get an opportunity. My first priority now is to raise awareness, then go touch the hearts of the kids,” said Federer, who is aided by a small team to manage all his concerns.
"We take as much off his back as possible so he can concentrate on tennis,” said Mirka Vavrinec, who is Federer’s girlfriend and handles his media requests. Agent Tony Godsick handles business concerns and Federer’s parents manage the Roger Federer Foundation. “Everything is coordinated.”
Federer projects qualities true to his homeland. As Switzerland has remained neutral, Federer sets aside partisanship for humanitarianism. And his manner of cool, calm organization never appears coldly calculating, but steadfast and consistent, like the elegant timepieces for which the country is renowned.
“I am very proud to be a Goodwill Ambassador,” Federer said. “I hope it is a long-term relationship.”
Loyalty seems to suit him. In a world where endorsement deals often go to the highest bidders, Federer stands apart. Ten days ago he turned his business relationship with Wilson into more of a marriage by making it a "lifetime agreement."
Click here for that story.
Click here for photo montage.
Visit UNICEF at www.UNICEF.org
Visit Federer's site at www.RogerFederer.com
Visit the ATP at www.atptennis.com
