Famed French champagne house Moët & Chandon, founded in 1743 and now part of the LVMH luxury goods empire, has just named tennis champion Roger Federer as its new brand ambassador. Federer will make his debut for the brand in a series of advertisements to be revealed in March 2013. Meanwhile, to celebrate the prestigious new partnership, Moët commissioned legendary fashion photographer Patrick Demarchelier to shoot some images of Federer in Paris, brandishing a bottle of the world-renowned bubbly, which holds a Royal Warrant to supply champagne to the Queen of England.

The Moët venture adds luster to the Swiss-born Federer’s portfolio of high profile commercial connections. In 2006 he became one of Rolex’s brand ambassadors in what is thought to be the world's most lucrative watch deal ever signed by an athlete. Federer, who is ranked World No. 2 by the ATP (Association of Tennis Professionals) and is considered by many to be the world’s best tennis player, is one of the world’s richest athletes. He is thought to earn some $30 million a year from various sponsorships, which include the likes of Nike and Wilson, on top of significant prize money.

The connection beyond the acclaimed champagne brand and the sport of tennis goes beyond merely celebrating victories. Moët & Chandon sponsors several international tournaments and generally seeks to promote excellence in tennis. It is the official champagne of a number of the sport’s most illustrious events, including the US Open, the French Open, the ATP World Tour and ATP World Tour Finals, and the Shanghai Masters.