BrandArena: Serena Williams Becomes Lincoln Ambassador, Stars in New Navigator Campaign

Monday, 19 February 2018

Serena Williams Becomes Lincoln Ambassador, Stars in New Navigator Campaign

Tennis living legend Serena Williams has agreed an endorsement deal with the Lincoln division of the Ford Motor Company.

The 23-time grand slam champion will become a celebrity brand ambassador for the new 2018 Lincoln Navigator model.

Cycle Media will work with Williams and Lincoln to create a series of content focused around the SUV. This content will then be distributed across both Williams’ and Lincoln Navigator’s official social media channels.

The first video features Williams speaking about her first Navigator, which she bought in her late teens. Williams said the car was her “first huge purchase” as a professional tennis player.

In the video below, Williams says she got her first Navigator when she was “18 or 19 years old” which would have been right around 2000 making Ginger a first-gen Navigator. She describes it as “all white” with “22 (inch rims).” “I felt like I was kind of balling in a way,” laughs Williams. “We had a lot of fun with Ginger.”

“Now that I have become a mom, I am in my car a lot more so my Navigator is like my new home,” said Williams in a press release. “I take business calls from it, I prepare for my day, and it’s kind of like [my daughter] Olympia’s room—she takes naps, she wakes up, and she’s comfortable in it. For me, that’s what’s most important. I want what makes me feel most comfortable and what I feel most confident in driving. The Navigator checks all of those boxes.”

The 36-year-old has signed the deal after she made her return to the court at the weekend in a Fed Cup doubles match with sister Venus. Williams has been away from competitive action for over a year after giving birth to her first child in September.

Williams joins actor Matthew McConaughey in striking up a partnership with the vehicle brand.

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