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Roger and Jura: long-term partnership

15.09.2008 | Tennis

JURA extends co-operation with 13 Grand Slam Winner and Olympic Gold Medalist Roger Federer

Niederbuchsiten, 15. September 2008 JURA, the Swiss innovation leader in automatic household coffee machines and Roger Federer, one of the greatest tennis players in history, have extended their partnership to the year 2016. Roger Federer becomes the long-term worldwide brand ambassador for the Swiss premium brand. Roger Federer has represented the Swiss brand JURA since August 2006.


Thanks to the cooperation with Roger Federer, JURA's brand awareness has grown worldwide. JURA General Manager Emanuel Probst says: "Roger Federer shares a lot of values with JURA: heritage, precision, hard work and a passion for excellence." Thanks to the 'Federer effect' JURA' sales have grown faster. "To have him as an ambassador helps us to open many doors and increases our brand awareness" says Probst. Federer is an important factor in the growth of the Swiss company. In 2007 JURA grew 18.2% to CHF 384 millions. In the last ten years, JURA has quintupled its revenues.


For Probst, Roger Federer is not only a great tennis player, but someone with a modest and downto-earth personality. He is a global star with none of the trappings of success. "Now that the battle for the number one position in tennis has taken on a new dimension, the interest surrounding Federer has actually increased. That adds even greater value to our brand" says Probst. Roger Federer is looking forward to the further cooperation: "Coffee specialities have become a global phenomenon. As an avid coffee drinker, I am very happy and excited to help JURA further develop its brand worldwide."


JURA Elektroapparate AG, a Swiss company with worldwide operations, leads the field in fully automatic home coffee machines. Founded in Niederbuchsiten, Solothurn in 1931, the company has 282 employees at home and 243 abroad working with its foreign distributors. JURAs consolidated revenues in 2007 totalled CHF 384 million, 13.3% of which was generated in Switzerland and 86.7% by international markets.



Further information

JURA Elektroapparate AG

Media Office

CH-4626 Niederbuchsiten

Tel: 062/ 389 8340

Fax: 062/389 8335


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