Federer an enduring brand ambassador for Dubai championships

The extra buzz around the centre court of this cosy venue is unmistakable whenever the Swiss steps onto the arena — year after year. It’s got nothing to do with the resurgent form and hunger that he showed for most of the last year.

The main door of the box office, which houses the media centre at the Dubai Tennis Stadium, had an expectant motley crowd — hoping to get a closer look at Roger Federer. They were all witness to the master’s quick demolition of Mikhail Youzhny a few minutes back, but still wanted to take in a bit more of him and possibly take a chance for an autograph.

Not a bad fan following for a 33-yearold, who has been there and done that in men’s tennis for more than 12 years now. The extra buzz around the centre court of this cosy venue is unmistakable whenever the Swiss steps onto the arena — year after year. It’s got nothing to do with the resurgent form and hunger that he showed for most of the last year, nor would it diminish because Federer has only recently suffered a third round loss at the Australian Open.

Not every sporting icon can cultivate this aura about oneself — and this is what separates a Federer, a Tiger Woods or a Sachin Tendulkar from the rest. It’s a relief for the legion of Federer fans that he still finds enough motivation to carry on with the game, but every year now ushers in that inevitable question of how long he would choose to carry on.

From what one saw on display on Monday evening, he seems to be in no mood to relent though — no rustiness, only a degree of ruthlessness added in good measure with his sublime craft. An early round win against Youzhny is no indication as to how the year may pan out for him, but the ace has given hints about his plans.

Doubles participation

With the mission of adding the Davis Cup to his glorious CV achieved last year, Federer has given himself the concession of staying away from it this time — a decision possibly aimed at conserving his best for the Tour. He is, however, playing the doubles here with compatriot Michael Lammer — so who knows, a shot at Olympic glory in Rio cannot be ruled out altogether.

The men’s field at the Dubai Duty Free Championships this year has an added depth, but it’s not of much consequence if Federer cannot claim an unprecedented seventh title here on Saturday. The six that he has already won here — over a period of 12 years — has seen his progression from a Swiss sensation to an undisputed world number one and now a legend of the game.

And a look at the brand equity of the events that he has won six or more times shows Dubai is in good company — Wimbledon (seven), Halle (seven), ATP Finals (six), Cincinnati (six) and hometown Basel (six). No doubt, Federer has done his bit as one of the most enduring brand ambassadors of the tournament already!