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Federer No. 2 most valuable sports brand

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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.

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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.

personal branding