Häagen-Dazs has named current world number three tennis player Grigor Dimitrov, who once said on TV that he “could not live” without the ice cream, as its new global ambassador.
Dimitrov’s involvement with the brand will see him take part in bespoke activity around Wimbledon and other leading grass courts events like the ATP at Queen’s Club. He is served with wielding his social media influence to engage and recruit millennials who love both ice cream and tennis. To debut the partnership, Dimitrov dished up his first bespoke flavour creation to fans on-site at the Häagen-Dazs Bar at Melbourne Park on the Australian Open Kids’ Day.
The 26-year-old Bulgarian has won six ATP singles titles during his career, including Queen’s in 2014. His biggest win came at the season-ending Nitto ATP Finals in November 2017, when victory propelled him into the world’s top three.
“I’ve been a huge fan of Häagen-Dazs since I can remember,” said Grigor Dimitrov. “I’m both thrilled and honoured to be its first ever global tennis ambassador and can’t wait to create some extraordinary moments on our journey together.”
Richard Williams, Marketing Director for General Mills Northern Europe, added: “We are delighted to welcome Grigor to the Häagen-Dazs family. His charismatic personality and cosmopolitan attitude make him one of the most trendsetting players on tour. Coupled with his tremendous love for our ice cream and his popularity with millennial audiences, it makes him the perfect ambassador for Häagen-Dazs.”