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Wednesday October 5th, 2011

Roger Federer's endorsements include Nike, Rolex, Wilson, Gillette, Credit Suisse and Mercedes-Benz, among others. (SI)

Watch your back, Dos Equis Man. Roger Federer is hot on your tail.

Less than a month after being recognized as the second-most-respected person in the world behind Nelson Mandela, Federer is near the top of yet another list.

Forbes has valued Federer's personal brand at $26 million, second in the sports world behind Tiger Woods:

Federer holds the most impressive endorsement portfolio in all of sports with 10 major deals, including a Nike sponsorship that is the most lucrative in all of tennis. He is also the only one of Gillette's original 3 "Champions" to have his deal renewed this year as the brand dropped Tiger Woods and Thierry Henry.

This only adds to Federer's well-established cachet as an A-List star. Earlier this year, Forbes ranked the Swiss supserstar No. 25 in its annual list of the world’s 100 most powerful celebrities. Most impressively, Federer was No. 1 in "press rank," a reflection of the amount of media coverage a celebrity receives. That's a bit mind-boggling considering he was ahead of the likes of Lady Gaga, Justin Bieber and Oprah Winfrey. Not too shabby, Roger, though we shouldn't be surprised.  Looking back, it seems that he's never had a problem with personal branding.

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