With the frenzy and the fan following generated by major sport stars, Communications Service Providers(CSPs) are jumping on the bandwagon to sign up big names in the sports arena as their brand ambassadors. Telefonica, which operates in Spain, United Kingdom, Germany and Latin American countries under the institutional and commercial brands Movistar, O2 and Vivo, has announced that Rafa Nadal, the world number 1 player in tennis according to ATP rankings and recent winner of his ninth Roland Garros, will be Telefonica's new global ambassador for the next six years. Just early this month, Ooredoo signed up Leo Messi, the Argentinian superstar footballer as its brand ambassador to promote its 'Simply Do Wonders" social media campaign.
According to Telefonica's statement, Nadal has transcended the sports world and gained millions of fans worldwide thanks to the values he represents: determination, the will to excel, modesty and talent. Telefónica identifies with these values, shares them and will promote them alongside the young Majorcan tennis player. Telefonica said that as ambassador, Rafa Nadal will accompany Telefónica to events for customers, employees and institutions in these countries, front their promotion campaigns and be part of the apps, games and broadband content related to sport and technology. In addition, Nadal will also play a significant role in Telefonica's Movistar in terms of content relating to leading tournaments which he competes in and other related events and be part of Movistar's sport programmes, videos and other digital content that can be watched on any screen —TV, computer, tablet or smartphone. Another initiative that will be kicking off via this agreement is the “Rafa Nadal Academy By Movistar”, a tennis academy that the athlete will open in his native Majorca to promote the benefits of sport, and particularly tennis, among children. Telefonica said that Nadal will also support Telefónica's Podium programme, a recently announced scheme, which will award 80 grants to additional young athletes from various different sports fields aimed at helping to enhance their training and preparation for the 2016 Olympic Games in Rio de Janeiro.