This article contains information about the brand endorsements, investments, and notable charity work of Serbian professional tennis player Novak Djokovic. As one of the greatest tennis players of all time, Djokovic has not only dominated the sport but also significantly contributed to its global popularity.
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Current Brand Endorsements of Novak Djokovic
Novak Djokovic‘s Current Sponsors and Brand Endorsements – Hublot, Lacoste, Aman, Head, Asics, Sila, Waterdrop®
Hublot
After parting ways with Seiko in January 2021, Djokovic spent almost eight months without a watch sponsor before joining forces with Hublot in August 2021.
Hublot stood by Novak even after his deportation from Australia in January 2022. Hublot CEO Ricardo Guadalupe later expressed his and the brand’s stance on the situation:
“We are waiting to see what his position is with regards to all that he went through.
“The principle of vaccines is that it’s something private. We value personal freedom. Everybody can decide. One can be in favour or against. That is our position.”
Qatar Airways
Qatar Airways signed up Djokovic as its Wellness Advisor and Global Brand Ambassador in November 2024. The multi-year deal was unveiled at the Altitude Wellness Centre at Al Maha Qatar Airways Crew Accommodation Building in Doha.
The deal designates Qatar Airways as the Official Airline Partner of the Serb. The airline also helps promote his patented “Regenesis” Pod technology, a solution in recovery and wellness, all over Qatar.
Additionally, Djokovic plays an active role in promoting the Qatar ExxonMobil Open, an ATP 500 event that is held in January at the Khalifa International Tennis and Squash Complex in Doha. His participation and promotional efforts help boost the visibility of the event.
Lacoste
French brand Lacoste became Djokovic’s clothing sponsor in May 2017, signing a five-year deal initially. The deal saw him earn around US$9.4 million each year till 2022. Lacoste also hired him as a brand ambassador.
As per the deal, Lacoste provides Djokovic with supporting items during each tournament. All the items have Lacoste’s famous crocodile as well as Djokovic’s personal logo.
After his Australia deportation in 2022, Lacoste said it would be contacting Djokovic in order to review the events but has since stayed on as the Serb’s main shirt sponsor.
Head
Head and Djokovic have a long-running history. The Serb has been playing with Head racquets since 2001, though in 2005 he switched to Wilson for a while before switching back to Head in 2008.
In May 2018, Head extended its contracts with Djokovic and Alexander Zverev. Though the financial details were not officially disclosed, both players reportedly receive around US$7.5 million per year from their current agreement with the American-Austrian company.
Asics
Djokovic formally signed a deal with Adidas in 2013, which ran till 2017. The next year, Japanese shoemaker Asics tied up Djokovic to a new deal and also made him its Global Footwear Partner, bringing out a new line of shoes with his name (Novak Gel Resolution).
The Asics deal reportedly brings the Serb US$4 million per year.
Waterdrop
Djokovic was announced as a sports ambassador of Waterdrop in early 2023 and has since been promoting the company’s products via social media. The tennis star also appears in ad campaigns and other marketing promotions for the brand.
Waterdrop began in 2016, creating flavour-filled cubes that dissolve into water with ease for sustainable hydration. The aim of the company is to promote hydration in an environmentally friendly way.
As part of this deal, the Waterdrop logo features on Djokovic’s playing shirt in major tennis tournaments, including the Grand Slams.
SILA
In January 2024, Djokovic, in collaboration with Waterdrop, launched “SILA by Novak Djokovic”, which is a range of electrolyte drink cubes that come in multiple flavours—watermelon, grapefruit and melon. Djokovic promotes SILA via social media and is a shareholder in the company.
Aman
Aman, a Switzerland-based hospitality company, announced a multi-year partnership with Djokovic in August 2024, roping him in as its first-ever global wellness adviser.
As an adviser, Djokovic helps enhance Aman’s guest wellness offering through exclusive programmes and events, while also incorporating a role with the Aman Essentials brand that focuses specifically on future product development and brand extensions.
Previous brand Endorsements of Novak Djokovic
Peugeot
French car manufacturer Peugeot roped in Djokovic as an international ambassador on the eve of the 30th anniversary of its partnership with Roland-Garros in 2014. The partnership lasted for three years—till 2017.
After a gap of three years, during the 2020 Australian Open, Djokovic was again seen sporting the Peugeot logo on his shirt sleeves. It was not clear at the time whether this was because of a short-term collaboration or a long-term agreement, though the association did mark a commitment towards promoting a greener, more sustainable environment.
Djokovic’s stance on COVID vaccination ultimately saw Peugeot break ties with him.
Ultimate Kronos Group (UKG)
In April 2019, Djokovic announced via Facebook that he had joined hands with Ultimate Software as a brand ambassador, though the details of the deal were not disclosed. The company’s logo appeared on Djokovic’s apparel for the first time during the 2019 Australian Open.
In August 2020, Ultimate Software and Kronos Incorporated merged and rebranded to form Ultimate Kronos Group. In May 2022, it was announced via an official spokesperson of the tech firm that UKG and Djokovic had mutually agreed upon not renewing their contract.
Also read: Djokovic loses another sponsorship deal amid vaccine controversy
Adidas
Since turning professional in 2003, Djokovic had been wearing Adidas clothing and footwear to every tournament.
In 2009, when it was time for contract renewal talks, Djokovic was reportedly demanding too large an increase in his contract—a demand Adidas was not ready to meet. At the same time, Andy Murray was in the ascendancy and comparable to Djokovic in terms of ranking and titles, so Adidas decided to extend Murray’s contract instead, leaving Djokovic without a kit sponsor.
Italian fashion brand Sergio Tacchini stepped in and penned a ten-year deal with the Serbian, but the agreement did not include shoes, so Djokovic continued playing with Adidas footwear before formally signing a multi-year deal with the German sportswear giant in 2013, which concluded in 2017.
Seiko
Having endorsed Swiss watchmaker Audemars Piguet, in 2014 Djokovic signed a three-year deal with Japanese watchmaker Seiko, which he later extended for three more years.
Djokovic reportedly earned US$5 million a year from the deal. Seiko gifted Djokovic a “Astron GPS Solar” watch and, in 2020, released a limited-edition watch by the name “Seiko Astron Novak Djokovic 2020 Limited Edition”.
Sergio Tacchini
Djokovic left Adidas in 2009 and switched to Sergio Tacchini, an Italian sportswear brand founded by the Italian former tennis player with the same name, which his idols Pete Sampras and John McEnroe also endorsed in their heydays.
Despite signing a ten-year deal, the two abruptly terminated their partnership three years into its tenure. The company couldn’t handle Djokovic’s success on the court. Signed on a modest guarantee, it offered larger incentives if Djokovic performed well, but after his record-breaking season in 2011—during which the Serb won three Grand Slams, his fifth Masters title, and held the World No. 1 ranking for eleven consecutive months—the company fell behind on payments, ultimately terminating the contract in 2012.
Uniqlo
After cutting off ties with Sergio Tacchini in 2012, Djokovic signed a five-year sponsorship deal with Japanese clothing brand Uniqlo.
In launching its partnership with Djokovic, Uniqlo confirmed that its first corporate social responsibility undertaking would be the manufacture of a custom-designed charity T-shirt to sell across its stores, the proceeds from which were then donated to Djokovic’s foundation to support children’s programmes.
However, Uniqlo didn’t renew its contract with Djokovic, as he was deemed not as marketable as the likes of Roger Federer, whom the company later signed in 2018.
ANZ
In early 2015, before the year’s Australian Open kicked off, Djokovic joined hands with ANZ Banking Group to run a social media campaign aimed at collecting charity for Asia Pacific countries. It was considered a special philanthropy work courtesy of the Serb.
Jacob’s Creek
Djokovic endorsed the Australian winemaker during the 2015 Australian Open. The sponsorship was aimed at describing his untold life story through a documentary film titled “Made By Moments”, which showed his rise to becoming a champion.
Mercedes-Benz
German car manufacturer Mercedes-Benz tied down Djokovic as a brand ambassador in September 2011. The then–World No. 1 was appointed as a Mercedes-Benz ambassador in Serbia and Montenegro and was given the nickname No1e (Nole) during the signing ceremony.
Raiffeisen Bank
In April 2021, Djokovic was roped in by Austrian banking group Raiffeisen Bank as a brand ambassador.
The deal saw the Serb promote the growth of young talent in tennis. The Vienna-based bank stated that it had agreed on a multi-year deal with him owing to his strong reputation in central and eastern Europe.
Other Sponsors
NetJets, LEMERO
Also read: Rafael Nadal: Endorsements | Investments | Charity Work
business Ventures and investments of Novak Djokovic
- In 2005, as he moved up the ranking ladder, Djokovic began venturing into the business world. Most of his activities are channelled through Family Sport, a legal entity in Serbia that is run by his family members. Family Sport initially focused on hospitality and restaurant businesses and launched the Novak Café & Restaurant, a franchise themed on Djokovic’s success.
- In 2009, Family Sport bought a 250-series ATP tournament known as the Dutch Open and moved it to Serbia, where it was renamed the Serbia Open. After a four-year run, the tournament folded due to a lack of sponsorship and low interest from top tennis players.
- In 2015, after winning his fourth ATP Rome Masters title, Djokovic launched a line of nutrition products called “DJOKOlife”.
- In April 2016, while in town for the Monte-Carlo Masters, Djokovic opened a vegan restaurant called Eqvita. The restaurant folded by 2019.
- In January 2023, Djokovic joined Waterdrop as an investor and brand ambassador.
notable charity work of Novak Djokovic
- In 2007, Djokovic founded the Novak Djokovic Foundation. The organisation aims to help children from disadvantaged communities to grow up and develop in stimulating and safe environments. His foundation has so far built 43 schools and provided support to almost 20,000 children and thousands of families.
- In 2011, Djokovic participated in a couple of charity matches to raise funds for the reconstruction of the Avala Tower as well as for the victims of the Haiti Earthquake and the Queensland floods.
- In 2012, Djokovic was awarded the Arthur Ashe Humanitarian of the Year for his contributions through his foundation, his role as a UNICEF National ambassador, and other charitable projects.
- After winning the 2014 Rome Masters, Djokovic donated his prize money to the flood victims in Serbia.
- In 2015, his foundation partnered with the World Bank to promote early childhood education in Serbia. He was also appointed as a UNICEF Goodwill Ambassador.
- In 2016, following his Australian Open victory, Djokovic donated AU$20,000 to Melbourne City’s Mission Early childhood education programme to help disadvantaged children.
- After the COVID pandemic spread to Serbia in 2020, Djokovic and his wife announced that they would donate €1 million for the purchase of ventilators and medical equipment to support hospitals and other medical institutions in the country. Djokovic also extended his helping hand to Bergamo, one of the worst-affected provinces in Italy, as well as Novi Pazar in Serbia and Mitrovica in Kosovo.
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