Tenro Holding AG, the company that handles Roger Federer’s business interests has filed for four trademarks, “The Roger Clubhouse”, “The Roger Wildcard”, “The Roger Centre Court” and “The Roger Advantage” in recent months.

Tenro Holdings AG, which houses Federer’s intellectual property and real estate assets, also operates Roger Federer’s website, rogerfederer.com. In February 2020, the company regained control of the “RF” logo from Nike. The company also owns the “R.” logo which features the letter R followed by a dot and the “The Match for Africa” logo.

A few weeks ago, Federer announced the launch of Uniqlo caps with the “RF” logo. The Uniqlo caps, which come in 8 colors, also featured the “ROGER” logo at the back.

Federer is the Chairman of Tenro Holding AG. He continues to control the company though he resigned from the Board of Directors in 2018.

Learning lessons from the Nike Debacle

Federer left his long-term sponsor Nike for Uniqlo in July 2018 for a contract worth $300 million over 10 years. But Nike didn’t immediately release the “RF” logo to Federer and continued to sell products with the logo. It was only in February 2020 that Federer regained control of the logo when it was transferred from Nike to Tenro Holdings.

Federer was not going to make the same mistake with his investment in Swiss shoemaker, On. Federer’s team understood that Federer needs to own the logos himself and not leave them with his sponsors and investment companies. In 2019, Federer transferred the On shoe logos, “The Roger” and “Roger” to Tenro.

Like the “RF” logo, The Roger” and “Roger” logos are unlikely to become problems in the future since Federer is an investor in On. His investment in the company is reported as $50 to $100 million. The logo will become an issue only when Federer decides to break up the partnership. But it looks like he wanted to protect the logos in case something goes wrong in the future.

Monetizing Brand Federer

By holding the logos, Tenro can collect royalties from the use of these logos. Uniqlo certainly is paying Federer for using his logo on his caps.  That is also true with On, though Federer is an investor there.

Forays into Cosmetics

In 2003, Federer launched a fragrance and cosmetics line called RF Cosmetics. The sales were disappointing and the company was liquidated in 2009.

Retirement ahead but RF brand is a cash cow

Federer is almost 40 and is not likely to play for more than a few years. But the Roger Federer brand will continue to generate cash for him for many years.

Fabio Fognini has been one of the top tennis players from Italy for more than a decade. Before Matteo Berrettini and Jannik Sinner came to the tour, Fognini carried the flag for Italy. His best grand slam result came at Roland Garros in 2011 when he reached the quarterfinals. 

Fognini can be emotional and hot-headed on the court. He has had his share of run-ins with umpires and fellow players. He has also paid his fair share of fines on the tour for his ban behavior on the court.

Fognini is married 2015 US Open champion Flavia Pennetta in 2016. They have a daughter Fara, who was born in 2019. His sponsors are Armani EA7, K-Swiss, and Babolat. He has earned more than $20 million in his career.

Fabio Fognini’s Sponsors

Armani

Fognini has a clothing deal with Armani. He wears Armani’s EA7 brand clothes on the court. He also wears a headband with the EA7 logo. The number 7 in the logo EA7 was inspired by Milan’s soccer player  Andriy Shevchenko, who wore the number 7 on his jersey. Milan, of course, is where Armani is based. 

Armani is an Italian luxury brand that was founded in 1975. In 2004, Armani started a sub-brand Emporio Armani 7, which specializes in sports apparel. The logo for the brand is EA7.

K-Swiss

In 2021, Fognini signed a two-year footwear only deal with K-Swiss. He will wear the K-Swiss Ultrashot 3 shoes on the court. 

Babolat

Fognini has a racquet deal with Babolat. He currently uses the Babolat Pure Drive racquet with Babolat RPM Blast strings. 

Fabio Fognini’s Book – Warning: My life among the lines

Fognini wrote an autobiography, Warning: My life among the lines, in which he addressed his aggression, his tennis career, and his opinions on other players of the tour.

In the book, Fognini addressed his relationship with Andy Murray. The two of them had gotten into verbal arguments on the court and don’t really like each other. Fognini said both of them were “hotheads” and that Andy Murray is arrogant.

Fognini had special praise for Federer, against whom he didn’t win a single set in their entire career. But he feels that he gave his best in those matches. According to Fognini, Federer is down to earth and funny off the court.

Speaking of Nadal, Fognini said that Nadal treats every match as a grand slam final. His uncle Toni constantly coached Nadal from the stands, and the umpires routinely failed to warn Nadal.

FF logo

Fognini has his own logo that has his two initials FF, with the two letters arranged in a V shape. Fognini wears his logo on his left sleeve.