Well, he's not American. That probably doesn't help. How many non-American male tennis players can you think of that have made a huge impact on advertising in the U.S.?
Let's even go a step further... What do Agassi, Connors, and McEnroe have in common? Besides being American, they had a fiery attitude on the court and/or a certain flare that the tennis world wasn't used to. Federer's so good that he doesn't even need the on the court attitude.
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