International cheese manufacturer Bel Group has appointed Australian Olympic and three times Grand Slam doubles champion Matt Ebden as global ambassador for its popular cheese brands The Laughing Cow and Babybel.
Matt, who is currently competing in the Australian Open with doubles partner Joran Vliegen, will represent the Bel brands in all four Grand Slam tournaments during 2025 (Australian Open, French Open, Wimbledon and US Open), as well as other ATP tournaments and potentially the Davis Cup.
He will provide visibility to the two Bel brands by wearing the respective logos on his tennis clothing, amplifying content on his social media platforms and participating in promotions featuring prize giveaways including branded merchandise. Fans will also have the chance to participate in tennis clinics and coaching sessions with him during the course of the year.
A Bel spokesperson said: “We’re very excited to have Matt come onboard as a global ambassador. As a family man and advocate for healthy living, Matt is the perfect fit for the brand. His achievements and values complement the Bel company, which delivers healthy snacks to over 400 million consumers around the world each year. The Laughing Cow and Babybel are both fun brands designed to be enjoyed by all members of the family – both young and young at heart.”
The move by Bel to secure Matt as an ambassador follows the company’s opening of its new local subsidiary Bel Brands Australia last November, featuring responsibility for national distribution, local sales, retailer relationships and marketing activities across the full product portfolio.