Retired tennis star and Austinite Andy Roddick made an appearance at Dell Technologies and Tiff's Treat's South by Southwest party Saturday night.
The Grand Slam singles champion, who has also won numerous other tennis honors, announced last year that he and his wife Brooklyn Decker, an actress and model, would join the cookie company's team as shareholders and brand ambassadors. Financial terms of the arrangement were not disclosed.
Roddick said he met Leon Chen, one of the founders of Tiff's Treats, at a business conference last year.
"I've never begged so hard to be part of a company before," Roddick said in an interview with the American-Statesman. "I've been a fan of the brand for a long, long time."
Tiff's Treat's co-founder Tiffany Taylor Chen said Roddick and Decker have been helpful in getting the company's name out.
It's humbling," Taylor Chen said. "We didn't know he was a fan until that meeting came together, and I couldn't believe it. It was really exciting for us."
Roddick said he doesn't have any plans to invest in other Austin companies in the near future, but is "a huge fan" of the city and its businesses.
Tiff's Treats, which has been an Austin staple for two decades, got its start while the co-founders were still students at the University of Texas. Today, there are locations in four states.