As reported by Darren Rovell of ESPN, Roger Federer has signed a sponsorship contract with elite champagne maker Moet and Chandon for five years and a total of about $30 million. This contract marks merely the latest in a serious of endorsement links between professional men's tennis and the alcohol industry, including the overall sponsorship of the ATP Tour by Mexican brewing corporation Corona and Nadal's individual contract with vodka maker Bacardi. Some have suggested that these affiliations create an unflattering image for tennis because of the clash between the values of hard work and clean lifestyle that professional athletes epitomize and popular associations of the alcohol industry with the opposite of those ideals. For example, critics of these contracts have suggested that tennis players can function less effectively as role models for children if they also support adult-only products. But Bacardi and Moet so far have succeeded in separating these commercial campaigns from the on-court personas of Nadal and Federer, respectively, focusing instead on their glamorous appearance in more formal outfits and settings. If that trend continues, these tennis stars and others likely can continue to balance these sponsorship agreements with those more traditionally tied to their profession. By exploring opportunities outside the famliar zones of athletic apparel, energy drinks, etc., moreover, perhaps they can aid tennis in reaching the broader audience that it needs.