Dimitrov Joins Häagen-dazs As Global Ambassador

Häagen-Dazs has announced world number three tennis player and recent champion at the season-ending Nitto ATP Finals at London O2, Grigor Dimitrov, as its new global ambassador.

Having unveiled a rebrand in 2017 and with a continued partnership with Grand Slams such as Wimbledon and Australian Open, the endorsement further cements the brand’s association with tennis.

According to the brand, Dimitrov’s involvement as global ambassador will see him drive ‘extraordinary experiences’ for Häagen-Dazs shoppers and consumers in line with the brand’s new positioning, as well as activating wider social media influence to engage and recruit millennials who are ice cream and tennis lovers. To debut the partnership, Dimitrov will serve up his first bespoke flavour creation to fans on-site at the Häagen-Dazs Bar at Melbourne Park on AO Kids’ Day.

Matt Salter, business unit director for Häagen-Dazs Europe-Australasia, said: “We are delighted to welcome Grigor to the Haagen-Dazs family. We’ve been enamoured with his fantastic rise and charismatic personality both on and off-court. Grigor has a genuine place in his heart for Häagen-Dazs. Not only does he live and breathe our key values, in terms of being an obsessive perfectionist with his own craft, but he is also a true cosmopolitan trendsetter who resonates with our millennial audiences around the world. We can’t wait to cheer him on in what promises be a defining period of his young career and tell some inspiring brand stories along the way.”

Native to Bulgaria, Dimitrov has won six ATP singles titles during his career including the Queen’s Club Championships in 2014, when he also made his first semi-final run to Wimbledon and broke in to the world top 10 rankings.

Grigor Dimitrov said: “I’ve been a huge fan of Häagen-Dazs since I can remember. It’s a cool classy brand and of course their ice cream tastes amazing -so that’s a killer combination. I like to think of Häagen-Dazs as my go-to little luxury that I can indulge in, even with my strict regime. I’m both thrilled and honoured to be their first ever global tennis ambassador and can’t wait to create some extraordinary moments on our journey together.’