Häagen-Dazs has announced world  number three tennis player and self-confessed ice cream fanatic, Grigor Dimitrov, as its new global ambassador.

The move, following its sponsorship of The Championships Wimbledon and LTA British Tennis events, further extends the brand’s association with tennis.

Dimitrov’s involvement as global brand ambassador will see him across multi-media touchpoints during the tenure including bespoke activity around Wimbledon and other leading grass courts events like the ATP at Queen’s Club.

His role is poised to drive ‘extraordinary experiences’ for Häagen-Dazs shoppers and consumers in line with the brand’s new positioning, as well as activating wider social media influence to engage and recruit millennials who are ice cream and tennis lovers.

To debut the partnership, Dimitrov served up his first bespoke flavour creation to fans on-site at the Häagen-Dazs Bar at Melbourne Park on AO Kids’ Day.

Richard Williams, marketing director for General Mills Northern Europe, said: “We are delighted to welcome Grigor to the Häagen-Dazs family. We’ve enjoyed watching him rise through the rankings and are thrilled to have him on board. His charismatic personality and cosmopolitan attitude make him one of the most trendsetting players on tour.

“Coupled with his tremendous love for our ice cream and his popularity with millennial audiences, it makes him the perfect ambassador for Häagen-Dazs. Both Häagen-Dazs and Grigor have an exciting 2018 ahead and we are looking forward to being his official supporter and creating some extraordinary activations through the year.”

Dimitrov said: “I’ve been a huge fan of Häagen-Dazs since I can remember. It’s a cool classy brand and of course its ice cream tastes amazing – so that’s a killer combination. I like to think of Häagen-Dazs as my little go-to luxury that I can indulge in even with my strict regime and it’s no secret that Cookies and Cream is my absolute favourite flavour. I’m both thrilled and honoured to be its first ever global tennis ambassador and can’t wait to create some extraordinary moments on our journey together.”

Williams added: “Wimbledon is our single biggest global partnership and we’ve seen strong success through our activations in the last two years here in the UK, both in terms of sales uplift as well as brand awareness and equity. And of course, at last year’s Championships, we had a first feel of how engaged Grigor was and it gave us huge confidence as to how we think he’s going to be such a great fit for the brand.”