Moët & Chandon has snapped up tennis legend Roger Federer as the Champagne House’s new brand ambassador.

It sees the Swiss as a style icon that “radiates boldness, elegance and generosity”. He will take centre stage in a new ad campaign designed to portray the brand as “the universal symbol of global success and eternal style”.

The 17-time Grand Slam Champion said: “It’s more than just an honour to be Moët & Chandon’s brand ambassador – it’s an invitation to be part of a very glamorous tradition.

“Moët & Chandon has always been the CZhampagne of international trendsetters and I’m proud to be part of a brand that is as dedicated to the pursuit of excellence as I have been throughout my career.”

Stéphane Baschiera, president of Moët & Chandon, added: “Roger Federer personifies the glamour of achievement, great generosity and tremendous style values that have been key to our House throughout its long history.

“As the champagne of victory and an enthusiastic supporter of major tennis tournaments around the world, we are extremely proud to welcome Roger Federer with Moët & Chandon’s hallmark hospitality.”

Last month, Federer’s great rival Novak Djokovic was pictured in London with a magnum of Moet as part of the brand’s sponsorship of the ATP World Tour.