Roddick renews his croco-deal

26 November 2009 | Posted in Personal Endorsement, Tennis | By David Cushnan

America’s top male tennis player Andy Roddick has renewed his sponsorship agreement with French apparel manufacturer Lacoste until 2013. The world number five, who was forced to withdraw from this week’s season-ending ATP World Tour Finals in London through injury, has been a Lacoste brand ambassador since 2005.

Christophe Chenut, chief executive officer of Lacoste, said the compant was “honoured” to be continuing its association with the popular Roddick, adding: “Andy exemplifies the true values of a champion.”

The 2009 Wimbledon finalist, who has one Grand Slam to his name, said: “After five years I feel as if I belong to the crocodile family and I am happy to continue being an ambassador of the Lacoste brand and the Rene Lacoste legacy around the world.” Roddick is particularly important to Lacoste as the United States is its number one market. It is currently represented by more than a hundred tennis and golf champions from 24 different countries.

Roddick originally signed with Lacoste in 2005, in a deal reported at the time to be worth around US$5 million annually. During the early part of his career he was kitted out by Reebok.