{
  "id": 10267021,
  "title": "Roger Federer’s US$50M Investment in On Reached an US$11.3B Valuation",
  "url": "https://urgent.news/2026/09/27/roger-federers-us-50m-investment-in-on-reached-an-us-11-3b-valuation",
  "topic": "finance",
  "section": "Finance & Markets",
  "published": "2026-09-27T18:00:00.000Z",
  "source": {
    "name": "Colombia One",
    "slug": "colombia-one",
    "url": "https://colombiaone.com/2026/09/27/roger-federers-50-million-investment-reached-11-3-billion-valuation/"
  },
  "original_language": "en",
  "account": "Roger Federer, the retired tennis champion, has seen his US$50 million investment in Swiss sportswear company On transform into a valued stake in one of the world’s most successful athletic brands. In 2019, Federer became an investor and co-entrepreneur with On, working alongside the company’s founders on product development and expansion into tennis. The company's public listing on the New York Stock Exchange in September 2021, with shares trading at US$24 each, drove its valuation to roughly US$11.35 billion, marking a significant growth from its previous valuation of about US$2 billion. Federer's involvement was not limited to being a traditional athlete endorser but extended to co-creating products, marketing strategies, and even shaping the company's approach towards athletes. The partnership culminated when On launched THE ROGER Centre Court, a tennis-inspired sneaker, in 2020, and later THE ROGER Pro as its first competition tennis shoe. Even after Federer retired from professional tennis in 2022, his role with On persisted, with the company still calling him a co-entrepreneur. The brand has since expanded its product line beyond tennis, incorporating sneakers for soccer and lifestyle models, showcasing its strategic expansion. With further growth plans, including entering soccer and targeting a high-teens annual sales growth by 2029, On continues to thrive under Federer's enduring influence.",
  "summary": "Roger Federer turned a reported US$50 million investment in Swiss sportswear company On into a stake in one of the world’s most valuable athletic brands, after the company went public in New York at a US$11.35 billion valuation. Federer joined On as an investor and co-entrepreneur in 2019, working with the company’s founders on product […]",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}