Häagen-Dazs has announced professional tennis player Grigor Dimitrov as its new global brand ambassador as it aims to build on its rebranding last year.
The brand hopes to boost its association with tennis as it follows on from sponsorship from the Wimbledon Championships and LTA British Tennis events.
To drive brand differentiation, Dimitrov’s involvement as global brand ambassador will see him “across multi-media touchpoints”, including bespoke activity around Wimbledon and other grass court events like the ATP at Queen’s Club.
Häagen-Dazs will use social media to influence to engage and recruit millennials who are ice cream and tennis lovers.
General Mills northern Europe marketing director Richard Williams said: “We are delighted to welcome Grigor to the Häagen-Dazs family. We’ve enjoyed watching him rise through the rankings and are thrilled to have him on board. His charismatic personality and cosmopolitan attitude make him one of the most trendsetting players on tour.
“Coupled with his tremendous love for our ice cream and his popularity with millennial audiences, it makes him the perfect ambassador for Häagen-Dazs. Both Häagen-Dazs and Grigor have an exciting 2018 ahead and we are looking forward to being his official supporter and creating some extraordinary activations through the year.”
Native to Bulgaria and 26 years of age, Dimitrov has been hailed as among the best of his generation and has won six ATP singles titles during his career, including the Queen’s Club Championships in 2014, when he also made his first semi-final run to Wimbledon and broke in to the world top-ten rankings.
Dimitrov said: “I’ve been a huge fan of Häagen-Dazs since I can remember. It’s a cool, classy brand and of course its ice cream tastes amazing – so that’s a killer combination. I like to think of Häagen-Dazs as my little go-to luxury that I can indulge in even with my strict regime and it’s no secret that cookies and cream is my absolute favourite flavour.
“I’m both thrilled and honoured to be its first ever global tennis ambassador and can’t wait to create some extraordinary moments on our journey together.”
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