In a candid conversation with Andy Roddick on the Served podcast, Tony Godsick, Roger Federer’s longtime agent, opened up about their two-decade journey together. The partnership began shortly after the US Open in 2005, when Federer was already a rising star and Godsick had just left IMG. Their first meeting laid the foundation for a relationship that would span sponsorships, global tours, and the creation of the Laver Cup.
“We met in New York, and it just clicked. Roger was thoughtful, curious, and incredibly driven,” Godsick said.
Navigating Sponsorships and Branding
Godsick shared insights into Federer’s brand evolution, including his transition from Nike to Uniqlo and the launch of his own sneaker line with ON. He emphasized Federer’s commitment to authenticity and long-term partnerships.
“Roger never wanted to be everywhere. He wanted to be with brands that matched his values,” Godsick explained.
The agent also revealed the behind-the-scenes effort required to maintain Federer’s image, including early morning shoots and marathon media days. “We’ve had 5:30 a.m. call times that turned into 12-hour days. Roger never complained. He always showed up,” he said.
Communication and Conflict
Despite their close bond, Godsick acknowledged that disagreements were inevitable. He described moments of tension as “mega fights,” but stressed that mutual respect always prevailed.
“We’ve had our battles, but they were always about doing what’s best for Roger and the team,”
he said. “He listens, he challenges, and he cares deeply about every decision.”Their communication style evolved over the years, with Federer preferring direct, efficient exchanges. Godsick noted that clarity and trust were key to navigating the complexities of a global career.
The Laver Cup and Legacy
One of the duo’s most ambitious projects was the creation of the Laver Cup, launched in 2017 to honor tennis legend Rod Laver and bring team competition to the ATP calendar. Godsick described it as a passion project that reflected Federer’s love for the sport and desire to give back.
“Roger wanted something that would unite generations and showcase tennis in a new way,” Godsick said during a separate interview at the Game Plan event hosted by CNBC and Boardroom.
The tournament has since become a fixture in the tennis world, attracting top talent and global audiences.
Always Showing Up
Throughout the conversation, Godsick returned to one theme: Federer’s consistency. Whether it was a sponsor event, a charity appearance, or a grueling travel schedule, Federer’s reliability never wavered.
“He’s the guy who shows up. That’s what makes him special—not just the talent, but the commitment,” Godsick said.
Their 20-year partnership stands as a model of athlete-agent collaboration, marked by loyalty, innovation, and a shared pursuit of excellence.