On a weekend when Americans were celebrating the most nervous Independence Day in 70 years, I spent much of my weekend like a lot of folks, in front of the television watching grown men and women batting a little yellow ball back and forth. For me the Wimbledon fortnight is a guilty pleasure, one that I've enjoyed since I was a kid watching the then-limited coverage of the big show and seeing my heroes, Rod Laver, Arthur Ashe, Johnnie Mac and Martina wielding rackets in the summer sun. (And I do still miss the serve-and-volley game and the wood rackets that allowed it.) And thanks to NetJets, all the while I was watching tennis, I kept on thinking about airplanes.
This year's Wimbledon turned into a different kind of tournament than expected, with Roger Federer enjoying a respite from playing against his arch nemesis Rafael Nadal, who was out with an injury. Roger was in search of his 15th Grand Slam title, a remarkable achievement by any standard. Federer is a true champion, a graceful, intelligent, resourceful and supremely talented player who has risen to the ranks of one of the two or three elite athletes in the world.
And, as were reminded on a very regular basis, he is also a NetJets owner.
Quite unexpectedly, the final turned into a classic, as American bad boy Andy Roddick took the champ to the limit and then beyond, pushing Federer into historic territory before bowing out, with Federer taking the title in a five-set victory, winning the ultimate set 16-14.
The NetJets' ad that ran on NBC and ESPN throughout the tournament showed Federer hauling his many Grand Slam trophies to his waiting NetJets plane, with the tag line that NetJets congratulated Roger on his record-tying 14th Grand Slam victory. Upon the long awaited win on Sunday, NetJets had a new ad at the ready, congratulating Roger on his 15th and record setting victory. They then showed him relaxing comfortably in flight in his jet along with his trophies.
The messages were unstated but impossible to miss. Private jets are a great way to travel. They are comfortable, convenient and fast. And people like Roger Federer, who have reached the pinnacle of success deserve such things. And they should have no qualms about it.
And I have to congratulate NetJets for spending the money to make that statement and then making it unapologetically. Good for them. (Here's Roger speaking at length on NetJets site about why he has a share.)
And Roger deserves a lot of credit too. At a time when the use of private jets has come under unprecedented scrutiny, he was there to say it, that he flies a private jet and not only does he deserve it; it has helped to drive his success.
