Bulgarian tennis player Grigor Dimitrov has been announced as a global ambassador for Häagen-Dazs.
The world number three, who recently won the season-ending Nitto ATP Finals in London, will use his social media accounts to promote the US ice cream brand to his fans. To celebrate the partnership, the 26-year-old will serve his first bespoke flavour creation to spectators at the Häagen-Dazs Bar at Melbourne Park during the Australian Open, in which he is currently competing.
The deal further cements Häagen-Dazs’ association with tennis, building on the company’s existing partnerships with Wimbledon and the Australian Open Grand Slam tournaments.
“I’ve been a huge fan of Häagen-Dazs since I can remember,” said Dimitrov. “It’s a cool classy brand and of course their ice cream tastes amazing - so that’s a killer combination. I like to think of Häagen-Dazs as my go-to little luxury that I can indulge in, even with my strict regime.
“I’m both thrilled and honoured to be their first ever global tennis ambassador and can’t wait to create some extraordinary moments on our journey together.”
Matt Salter, business unit director for Häagen-Dazs across Europe and Australasia, added: “We are delighted to welcome Grigor to the Haagen-Dazs family. We’ve been enamoured with his fantastic rise and charismatic personality both on and off-court.
“Grigor has a genuine place in his heart for Häagen-Dazs. Not only does he live and breathe our key values, in terms of being an obsessive perfectionist with his own craft, but he is also a true cosmopolitan trendsetter who resonates with our millennial audiences around the world. We can’t wait to cheer him on in what promises be a defining period of his young career and tell some inspiring brand stories along the way.”
Dimitrov progressed to the Australian Open’s round of 64 following a comfortable 6-3, 6-2, 6-1 win over Austria’s Dennis Novak in his opening game. He takes on Mackenzie McDonald of the US in his next match on Wednesday.