Tennis ace Grigor Dimitrov comes on board as Häagen-Dazs global ambassador
Häagen-Dazs has announced popular world #3 tennis player and self-confessed ice cream fanatic, Grigor Dimitrov, as its new global ambassador. Having unveiled a landmark rebrand in 2017 and with its sponsorship of The Championships Wimbledon and LTA British Tennis events already key calendar moments each summer, endorsing one of the biggest rising stars of the sport has further cemented the brand’s modern luxury appeal and association with tennis.
Driving brand differentiation and equity, Dimitrov’s involvement as global brand ambassador will see him across multi-media touchpoints during the tenure including bespoke activity around Wimbledon and other leading grass courts events like the ATP at Queen’s Club. His role is poised to drive ‘extraordinary experiences’ for Häagen-Dazs shoppers and consumers in line with the brand’s new positioning, as well as activating wider social media influence to engage and recruit millennials who are ice cream and tennis lovers. To debut the partnership, Dimitrov served up his first bespoke flavour creation to fans on-site at the Häagen-Dazs Bar at Melbourne Park on AO Kids’ Day.
Richard Williams, marketing director for General Mills Northern Europe, 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 won six ATP singles titles during his career including the prestigious Queen’s Club Championships in 2014, when he also made his first semi-final run to Wimbledon and broke in to the world top 10 rankings.
2017 saw his major breakthrough starting with winning the ATP season-opener at the Brisbane International followed by a strong run to the Australian Open semi-finals and finishing the year picking up his first Masters 1000 at Cincinnati. The icing on the cake was being crowned champion at the season-ending Nitto ATP Finals at London O2 on his debut for his biggest ever win to end his best ever world ranking of #3.
It was in the same summer of 2017 at Dimitrov’s favourite Grand Slam, The Championships Wimbledon, where he had the opportunity to support a sponsor activity for the Limited Edition Häagen-Dazs Strawberries and Cream. Following that, he famously declared in a TV interview he “could not live without Häagen-Dazs ice cream”. His genuine passion for the brand then served as the cornerstone for developing a wider formal partnership later in the year.
Grigor 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.”
Concludes Williams: “Wimbledon is our single biggest global partnership and we’ve seen strong success through our activations in the last two years here in the UK, both in terms of sales uplift as well as brand awareness and equity. And of course, at last year’s Championships, we had a first feel of how engaged Grigor was and it gave us huge confidence as to how we think he’s going to be such a great fit for the brand.”
The signing of Grigor Dimitrov is an exciting development for Häagen-Dazs as it continues with a step change in brand behaviour which is centred around ‘everyday made extraordinary’. It is broadening its appeal by targeting discerning millennials who are looking to live in the moment and uplift their everyday through unique and authentic experiences like The Championships Wimbledon, which transcend tennis as a summer lifestyle icon and embodiment of British culture that captures the imagination of the nation every summer.