Roger Federer arrives on the black carpet for Laver Cup Opening Night at Magazine London. Picture date: Thursday September 24, 2026. (Photo by Adam Davy/PA Images via Getty Images)
PA Images via Getty Images
Last week, as world leaders gathered in New York to take turns roasting each other at the United Nations open mic, Roger Federer was in London playing tennis diplomat at the Laver Cup.
Four years after this retirement and less than a month from induction into the International Tennis Hall of Fame, Federer continues to leverage his personal brand. A son of Switzerland, the historically neutral country, Federer is the ultimate tennis ambassador, and the Laver Cup is one example of how he’s built enduring international platforms.
Led by Alexander Zverev and Carlos Alcaraz, Team Europe won the 2026 Laver Cup, defeating Team World 13-5. In its ninth year, the Laver Cup reflects Federer’s standing as a tennis statesman. Who else could get that many top players to gather for an exhibition after the U.S. Open?
That’s the Federer effect. Part diplomat and entrepreneur, Federer transcends tennis. Yet he is committed to using tennis to bring people together.
Federer retired in 2022, but his brand keeps growing. He became a billionaire in 2025. Last month, he fell out of the billionaire’s club when shares of On Holding, which he owns an equity stake, plunged.
Federer’s entrepreneurial and philanthropic endeavors began long before he became a billionaire. He founded the Federer Foundation in 2003, “to support and strengthen early and foundational learning systems so children have the opportunity to learn, flourish and reach their full potential.” In 2021, Federer pledged $1 million to Coronavirus relief.
Federer and is long-time agent Tony Godsick came up with the idea of Laver Cup being tennis’ answer to golf’s Ryder Cup.
Federer Leverages Laver Cup To Grow The Game
Ghanian player Georgette Nortey, age 13 from Accra, Ghana, meeting Roger Federer at Laver Cup Arena in London on Thursday last week (Sept. 24).
On
At this year’s Laver Cub, seven players from the Backyard Club, a junior tennis program in Accra, Ghana’s capital, got to meet Federer. Founded by former semi-pro player and artist Amoako Boafo, the Backyard Club partnered with On to bring the aspiring players to London.
The first regulation clay court tennis project in Ghana, the Backyard Club provides free training, confidence building and self-expression through sport.
Federer’s mother was born and raised in Southern Africa and he’s said her homeland inspirers him to make connections in Africa. Honoring his parents is central to Federer’s charitable pursuits.
During his Hall of Fame induction speech, Federer encouraged those in the audience to find ways to give something back.
“There are a thousand ways to do that. For me it was creating a foundation which does work in Southern Africa where Mom is from and Switzerland where my dad is from,” said Federer. “My team and I also created the Laver Cup to honor the legends of all generations.”
Laver Cup Is Roger Federer’s Labor Of Love
LONDON, ENGLAND – SEPTEMBER 23: Yannick Noah, Captain of Team Europe, Rod Laver, Tony Godsick, Roger Federer and Andre Agassi, Captain of Team World, during the Captains meet and greet ahead of Laver Cup 2026 at The O2 on September 23, 2026 in London, England. (Photo by Clive Brunskill/Getty Images for Laver Cup)
Getty Images for Laver Cup
Some critics of the Laver Cup scoff at its American-centric Team World. This year, four of the six players on the Team World roster were from the U.S. The event has never been played outside of North America when “Team World” hosted.
“In any event or in any sort of project or platform, you’ve got to innovate, change, adapt, and that’s what we’re doing,” said Laver Cup Chairman Godsick, on the eve of the event. “Sure, we’d love to bring this to Africa, would love to bring it to South America. We’ve got to find an indoor arena that can actually handle us for a period of time that has all the specifications.”
To Federer, the Laver Cup is more than a tennis exhibition. The competition is for the fans, but Federer hopes players benefit from rubbing shoulders with rivals and legends.
“I really hope that the players who come through the Laver Cup experience leave the weekend super-energized, that they look back at a great learning experience, as well,” Federer said in an interview with tennis journalist Richard Osborn, for Laver Cup. “I loved all the Laver Cups I played. I learned so much from [Bjorn] Borg, and running into Johnny Mac, and being able to spend a little bit more time with Rod Laver, who I have such admiration for. I hope that the players feel the same way.”
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