Barilla Testimonial

Roger is a number one by definition, like Barilla (the world’s n. 1 pasta brand). He is number one in sports, and he embodies important values like reliability, constant commitment, respect and passion.
Roger is a Master, a person who understands the importance of simplicity, sincerity, commitment and passion as the only way to continue improving, to continue being an example year after year, a guide and reference model. Not only as a champion, but also as a person.
These values are dear to us and we believe this is a perfect partnership to convey this message at a global level. A clear and simple message that has a huge impact.
His values and charisma are a great support to take Barilla further in its mission to help people eat better and find the recipe for good living.

Roger already knew our products well. He told us he had always seen them at home since he was a child. We simply told him something more about us, about the way our Company does business, about our definition of good food…

It’s a long-term partnership.

We cannot comment on this. We can say that it is a relationship and not a transaction.

Federer will be our Brand ambassador in the world to promote Barilla pasta and sauces.

The Barilla brand will not be visible on Roger Federer’s clothing. We prefer dealing with Roger as a person and not as a tennis champion.

Federer’s campaign will replace the current ones in certain countries, except for Germany and the US, where the current campaigns will remain and be aired together with his.

Roger Federer is a world famous athlete (including Italy) and one of the greatest sports personalities ever, loved by everyone at all latitudes.
We’ve often partnered - and still partner – with Italian athletes and clubs as ambassadors (Alberto Tomba, Alex Zanardi, A.S. Roma, the Italian Olympic Team in Rio 2016, etc.). We are collaborating with BebeVio, with the Italian national basketball teams, etc.

Barilla has always had great international sports champion amongst its testimonials. In sport, what we love more than the athletic gesture is the human aspect, i.e. passion, tenacity, commitment, resilience, and these are all values that we have always tried to put in our way of doing business and making products.

They are both talents in their respective fields, sharing many traits: talent, discipline, commitment and most of all the passion for excellence of simple things. Federer loves Italian pasta, an important part of his diet since he was a kid. Oldani has always promoted what he has defined “Cucina Pop” (“Pop Cuisine”), i.e. a simple daily cuisine that becomes extraordinary if prepared with technique and knowledge. An impromptu meeting that promises plenty of surprises.

For the first time Barilla chose a single global catchphrase for all the countries it works in. A catchphrase that is a pun around Barilla’s identity on one side and Roger Federer’s on the other. Barilla as a synonym for pasta worldwide, Roger as the master by definition in the world of tennis and sports. The noun is plural to indicate that with Barilla anyone, in an inclusive and widespread way, can become a master in his/her kitchen.