SPORT

Swiss tennis champ Roger Federer's endorsement deals are expanding, even though he's no longer the world's #1 tennis player.

He debuted at the Emmy Awards telecast as the "global ambassador" of Lindt, the Swiss chocolatier, with a spot for its Lindor Truffles brand.

This is the first time in 160 years that the Lindor brand has been linked with a celebrity. While traditionally running the “Do You Dream in Chocolate” ads featuring the “Master Chocolatiers,” this new campaign "takes a humourous look into the life of Federer and the irresistible nature of Lindt’s signature Lindor Truffles."

The new campaign will run through September 2010, coinciding with the U.S. Open.

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