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Roger Federer lands a prime time slot in Super Bowl LIX extravaganza

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When Roger Federer retired from tennis in 2022, many wondered how the Swiss maestro would keep himself occupied. Would he take up golf? Perhaps a quiet life in the Swiss Alps? Well, as it turns out, Federer has found another way to stay in the spotlight by starring in a primetime Super Bowl commercial alongside none other than Elmo.

Yes, you read that right. The 20-time Grand Slam champion and everyone’s favorite red Muppet are teaming up in a cheeky new ad for Swiss sportswear brand On, set to air during Super Bowl LIX. As millions tune in to watch the Philadelphia Eagles clash with the Kansas City Chiefs, Federer will be trading volleys of words, that is with Elmo, tackling a rather unusual branding issue.

The ‘QC’ Confusion: Federer and Elmo to the Rescue

In the ad, Federer and Elmo engage in a lively debate about the On logo. The Sesame Street icon, with his usual innocent curiosity, points out that the On logo might be a little too ambiguous suggesting it looks more like ‘QC’ than ‘On.’ Cue Federer’s bewildered expression as he suddenly questions whether his multi-million-dollar investment has a branding problem.

“As On continues to grow, we are always looking for new and inspiring ways to stand out as a sportswear brand. This starts with our logo, which, while simple, is often amusingly misread as ‘QC’ something we’ve long wanted to clear up in a fun and memorable way,” explained Alex Griffin, On’s Chief Marketing Officer.

Griffin further noted that the Super Bowl’s massive viewership presented a golden opportunity to clear up the confusion. “What better way to do this than during one of the most-watched sporting events in the world, alongside our longtime partner Roger Federer and Sesame Street’s Elmo a beloved icon we’ve also been working with on our next run campaign centered around softness. Stay tuned for more.”

Federer’s Business Ace: A Multi-Million Dollar Slam Dunk

Federer’s involvement with On has been nothing short of a financial grand slam. The former world No. 1 was granted a stake in the company in exchange for his endorsement, a deal that has since turned into an absolute jackpot. On Running was valued at a staggering $11 billion last year, and with its ever-growing popularity, that figure is only expected to climb.

Federer, who earned over $130 million in prize money throughout his career, has seen his real financial success come from savvy business deals. From lucrative sponsorships with Nike, Uniqlo, and Wilson to his ownership stake in On, the Swiss legend has proven that his precision extends beyond the tennis court and into the boardroom.

Reports suggest Federer owns around 3% of On’s shares, and with the company’s meteoric rise especially during the COVID-19 lockdown when online shopping skyrocketed—his investment has ballooned into an astronomical sum. If there were a Grand Slam for business acumen, Federer would have a trophy case full of them.

Reflecting on his decision to partner with On, Federer shared his motivation: “I wanted to help a Swiss brand create something cool. Do something different and make something meaningful.”

And meaningful it has certainly been. His move away from Nike to align with Uniqlo and then take an ownership stake in On is widely regarded as one of the smartest business moves by any athlete in recent history.

So, while Federer may no longer be hitting aces on the tennis court, he’s certainly serving up winning shots in the world of business. And with Elmo as his doubles partner, it’s safe to say he’s still having plenty of fun along the way.

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Jannik Sinner joins elite company, moves closer to Rafael Nadal

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Jannik Sinner joins elite company, moves closer to Rafael Nadal

Jannik Sinner continues to carve out his place among tennis greats. As of Monday, the 23-year-old has officially begun his 40th week as the world’s No. 1, a milestone that places him alongside Ilie Nastase and brings him one step closer to Andy Murray on the all-time list.

Sinner’s achievement is even more remarkable considering he joins an elite club of players who have held the top spot for at least 40 weeks during their first stint as world No. 1.

The challenge of maintaining the position is immense, but Sinner has proven he is built differently.

His name now stands alongside legendary figures such as Roger Federer, Jimmy Connors, Lleyton Hewitt, Novak Djokovic, Rafael Nadal, Andy Murray, and Ilie Nastase.

Even as he serves his current ban, Sinner will remain at the top of the rankings. If Alexander Zverev fails to overtake him by the end of April, Sinner will match Nadal’s 46-week mark and move further up the rankings. After that, his next target will be Novak Djokovic’s record.

Ilie Nastase, who became the first-ever world No. 1 in ATP history, held the position for 40 weeks between 1973 and 1974 during his initial reign.

Jimmy Connors, one of the most dominant players of his era, managed a staggering 160 consecutive weeks at the top after surpassing Nastase.

His streak could have reached an astonishing 245 weeks, but Bjorn Borg briefly interrupted his run for a single week in August 1977.

Nearly 25 years later, Lleyton Hewitt rose to prominence, taking the No. 1 ranking between 2001 and 2003 and accumulating 75 weeks at the top.

Then came Roger Federer, who rewrote the history books between 2004 and 2008, holding the No. 1 position for an extraordinary four and a half years.

Federer’s first reign lasted an incredible 237 weeks, a record that remains one of the toughest in the sport to surpass.

Rafael Nadal made his mark in the summer of 2008, dethroning Federer and holding the top spot for 46 weeks.

Novak Djokovic followed in 2011 after a phenomenal season, surpassing Nadal’s mark with 53 weeks at No. 1 during his first reign.

Andy Murray had his moment in 2016, battling Djokovic for the coveted No. 1 ranking and finally securing it after defeating his rival in the ATP Finals title match.

The Brit remained at the top for 41 weeks, surpassing Nastase and placing himself sixth on the list.

Now, Sinner is set to overtake Murray in just two weeks. If he maintains his lead heading into the Rome Masters, he has a legitimate shot at matching Djokovic’s 53-week record during his first tenure at No. 1.

That would cement his place as the fourth-longest reigning first-time world No. 1 in ATP history.

Should he regain top form after his three-month absence and deliver strong performances at Roland Garros and Wimbledon, Sinner’s reign could extend even further.

At that point, Lleyton Hewitt’s 75-week mark might become his next target.

As Sinner’s journey continues, the tennis world watches in anticipation, eager to see just how high he can climb in the sport’s history books.

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Iga Swiatek Targets History In Indian Wells After Latest Whitewash 

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Iga Swiatek Targets History In Indian Wells After Latest Whitewash 

There’s something about Indian Wells that brings out the best in Iga Swiatek. The world No. 2 has now won 18 of her last 19 matches at the prestigious tournament, proving once again why she thrives in the California desert.

On Sunday, Swiatek powered into the fourth round with a commanding 6-2, 6-0 victory over Ukraine’s Dayana Yastremska, needing just over an hour to get the job done.

The Polish star has been ruthless in this year’s draw, dropping just four games in her first two matches. Against Yastremska, she won the first 10 games in a row and lost only four points on her first serve.

Swiatek has claimed the Indian Wells title twice in the past three years, with her only defeat coming in last year’s semi-finals against Elena Rybakina.

That makes her one of just 10 women to have won the event twice yet no player has ever managed a hat-trick of titles. That’s exactly what Swiatek is aiming for this year.

“Honestly, well, I don’t know. For sure the surface helps, but it’s not the only thing. You still need to do the job,” Swiatek said when asked about her success at Indian Wells.

“I’ve always been pretty focused here and also accepting the mistakes that are gonna happen in this dry air, you know. I always had time before to do solid work. It wasn’t like I was rushed anywhere.”

The 23-year-old also believes the two-week format of the tournament gives her an advantage, allowing her to improve her game while still competing.

“Sometimes in these one-week tournaments, there is no time to practice, for example,” she explained. “But here I always have that. I know I just feel comfortable and I found my rhythm also off the court to recover well. I guess it’s a mix of just being happy here and having a good life.”

This year’s Indian Wells tournament features a change in playing surface, with Laykold taking over as the court provider after more than two decades of Plexipave. Despite the transition, Swiatek doesn’t believe it has made a major impact on the conditions.

“I feel like it’s fine. Still a slow, bouncy court. So it’s pretty much the same, but maybe it’s a bit different. It’s hard for me to say,” she said.

“I said from the beginning that we are coming back after a whole year playing on different surfaces anyway. So it’s hard to really compare the same way as I would after playing one week on one and the other one on the other surface. There is a little bit of a difference between the center court and the practice courts, but this is what we have at most of the tournaments.”

Swiatek will face Karolina Muchova in the fourth round on Tuesday as she continues her quest to make history at Indian Wells.

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Novak Djokovic sets unwanted Masters 1000 record after Indian Wells exit

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Novak Djokovic sets unwanted Masters 1000 record after Indian Wells exit

Novak Djokovic’s struggles in 2025 continued as he suffered a shocking early defeat at Indian Wells, setting an unfortunate record in Masters 1000 history.

The 24-time Grand Slam champion was stunned by Botic van de Zandschulp in his opening match, marking his third consecutive loss and another disappointing start to the season.

Djokovic, a five-time Indian Wells champion, had high hopes for a deep run but was unable to find his rhythm.

His serve was inconsistent, and his usually dominant forehand lacked precision. The Dutchman took full advantage, securing a commanding 6-2, 3-6, 6-1 victory.

This loss makes Djokovic the first top-10 player ever to lose to a lucky loser in back-to-back years at a Masters 1000 event.

Last year, it was Italy’s Luca Nardi who pulled off the upset—this time, Van de Zandschulp delivered the unexpected blow.

The defeat comes at a tough time for Djokovic, who has struggled to regain his best form after an injury at the Australian Open.

He also lost his opening match in Qatar, adding to a worrying trend. Now, he turns his attention to the Miami Open, where he has won six titles but has struggled in recent years, winning just two matches since his last triumph in 2016.

With his coach Andy Murray by his side, Djokovic will be looking for a much-needed turnaround as he navigates one of the roughest patches of his illustrious career.

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Andre Agassi shares unseen photos of wife Steffi Graf for special reason

Tennis legend Andre Agassi gave fans a rare glimpse into his personal life, sharing never-before-seen photos of his wife, Steffi Graf, in celebration of International Women’s Day.

Posting on Instagram, the 54-year-old former world No. 1 uploaded a series of snapshots capturing Steffi in various moments an affectionate embrace at home, iconic Vogue covers, a black-and-white family portrait, and a serene coastal walk.

One particularly nostalgic photo showed the couple proudly holding their Wimbledon trophies, with Steffi looking elegant in a pastel blue silk gown and Agassi sporting a tuxedo and his signature long hair.

Alongside the images, Agassi wrote a heartfelt message: “Happy International Women’s Day to the strongest woman I know…” The post was met with an outpouring of love from fans, with many praising Steffi’s timeless beauty and the couple’s enduring relationship.

Graf, now 55, cemented her legacy as one of the greatest tennis players in history, winning 22 Grand Slam singles titles, including seven Wimbledon championships, six French Opens, and five US Opens.

Agassi, a former world No. 1 himself, boasts eight Grand Slam titles and is regarded as one of the sport’s all-time greats.

The pair first met at the post-tournament Wimbledon Ball after both winning their singles titles and began dating following the 1999 US Open.

They married in an intimate ceremony in Las Vegas three years later and have since built a life together, raising two children son Jaden, born in 2001, and daughter Jaz Elle, born in 2003.

Agassi has often spoken about their deep connection, emphasizing their love for simple, everyday moments. In an interview, he shared: “We love cooking together. We love hiking together. We even love grocery shopping together, dividing and conquering. So it’s real life. And we’re blessed.”

Reflecting on their relationship, he added: “Like success in life, love takes effort. It’s about balance, giving what you can, and not holding back when you have something to offer.”

After decades of success on the court, Agassi and Graf continue to inspire not just as athletes but as a couple who have built a life full of love, family, and mutual respect.


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