Roger Federer is set to feature in a big-money primetime advert during Sunday’s Super Bowl between the Philadelphia Eagles and the Kansas City Chiefs.

The Swiss former tennis star is known worldwide thanks to his exploits on the court and has enjoyed plenty of brand partnerships since hanging up his racket.

His latest foray onto the screen sees him line up next to the Muppets character Elmo as part of an advert for On – an athletic shoe and performance sportswear manufacturer whose origins are in Switzerland.

The clip begins with Federer and Elmo discussing the On logo and how, according to the fictional character, it looks more like “QC”.

The two continue their discussion throughout the advert, which is likely to have cost a handsome six-figure fee in order for it to be aired during Sunday’s Super Bowl broadcast.

With the Super Bowl boasting some of the most lucrative advert space in the world, it’s estimated as little as 30 seconds of on-screen time cost £5.6million ($7million) in 2024, as per FOX Sports.

That’s not to mention the no doubt hefty appearance fee Federer will be banking for appearing on the advert either.

Commenting on their Super Bowl advert, Alex Griffin, On’s Chief Marketing Officer, said: “As On continues to grow, we are always looking for new and inspiring ways to stand out as a sportswear brand. This starts with our logo, which, while simple, is often amusingly misread as ‘QC’—something we’ve long wanted to clear up in a fun and memorable way.

“What better way to do this than during one of the most-watched sporting events in the world, alongside our longtime partner Roger Federer and Sesame Street’s Elmo—a beloved icon we’ve also been working with on our next run campaign centred around softness.”

On the field, anticipation is building ahead of what promises to be a historic battle for the Vince Lombardi trophy.

A Chiefs victory will see them become the first team in NFL history to win three Super Bowls in a row, with the team spearheaded by quarter-back Patrick Mahomes the clear favourites heading into the New Orleans showdown.

By contrast, the Eagles have won just one of their five Super Bowl appearances – a run that includes defeat against the Chiefs two years ago.

The action gets underway from the Caesars Superdome on Sunday night.