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Novak Djokovic - Sponsors | Endorsements | Investments | Charity Work

Novak Djokovic: Endorsements | Investments | Charity Work

June 3, 2024

This article contains information about Serbian professional tennis player Novak Djokovic’s brand endorsements, investments and charity work.

Novak Djokovic’s Current Brand Endorsement deal

Novak Djokovic‘s Current Sponsors and Brand EndorsementsHublot, Lacoste, Head, Asics, Raiffeisen Bank, Sila, Waterdrop®

Hublot

After parting ways with Seiko in January 2021, Novak Djokovic stayed without a watch sponsor for almost eight months 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 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,” he said in an interview. 

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.” 

Lacoste

French brand Lacoste contracted Novak Djokovic in May 2017 to sign a five-year deal as his clothing sponsor. The deal would see 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, Lacoste said it would be contacting Djokovic in order to review the events but has since stayed as the main shirt sponsor of the Serbian. 

Head

Head and Djokovic have a long-running history. Novak has been playing with Head racquets since 2001, though in 2005, he switched to Wilson for a couple of seasons before switching back to Head in 2008.

In May 2018, Head extended its contracts with Alexander Zverev and Novak Djokovic. Though the financial details of the deal were not revealed, according to reports, the deal is set to fetch them around US$7.5 million per year till 2023.

Asics

Just like racquets, shoes play a key role in deciding the outcome of a game; not wholly, but to some extent. In his early playing days, Djokovic formally signed a deal with Adidas in 2013; the deal ran till 2017.

In 2018, Asics tied up Djokovic to a new deal and also made him its Global Footwear Partner by bringing out a new line of shoes with his name (Novak Gel Resolution). According to many reports, the deal reportedly brings the Serb US$4 million per year.

Raiffeisen Bank

In April 2021, Djokovic was roped in by Austrian banking group Raiffeisen Bank as a brand ambassador. The Serbian Ace pledged to use the latest investment to promote the growth of young talent in tennis.

The Vienna-based bank, which announced its tie-up with Djokovic in April 2021, said it had agreed on a multi-year partnership with the player on the basis of his strong reputation in central and eastern Europe. 

Waterdrop

Novak 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 such as the Australian Open, the French Open and Wimbledon among others.

SILA

In January 2024, Djokovic, in collaboration with Waterdrop, launched “SILA by Novak Djokovic”, which is an electrolyte drink cubes brand that come in multiple flavours: watermelon, grapefruit and melon. Djokovic promotes the brand via social media and is a company shareholder.

Novak Djokovic - Sponsors | Endorsements | Investments | Charity Work
Novak Djokovic’s Sponsors / Brand Endorsements

Novak Djokovic’s Previous Endorsement deals

Novak Djokovic’s Past Sponsors / Brand Endorsements – Peugeot, Ultimate Kronos Group (UKG), Adidas, Seiko, Sergio Tacchini, Uniqlo, ANZ, Jacob’s Creek, Mercedes-Benz, NetJets, LEMERO

Peugeot

French car manufacturer Peugeot roped in Novak 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 a Peugeot logo on his shirt sleeves, though it is not clear whether it was a short-term deal or a long-term one. The deal was a commitment to promote a greener and sustainable environment.

However, Djokovic’s stance on COVID vaccination 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, but the details of the deal and its duration were not made clear. 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 has been wearing Adidas clothing and footwear to every tournament.

In 2009, when it was time for contract renewal talks, Djokovic was demanding too much of an increase in his contract, and Adidas was simply not ready to meet his demands. At the same time, Andy Murray was on the ascendency and equal or comparable to Djokovic in terms of ranking and titles, so Adidas decided to extend Murray’s contract, leaving Djokovic without any kit sponsors. Sergio Tacchini came in and signed up with the Serbian in a ten-year deal, but the agreement did not include shoes, so Djokovic continued playing with Adidas footwear, before signing a five-year year with Adidas in 2013.

Seiko

After endorsing Swiss watch company Piguet, in 2014, Djokovic signed up with Japanese watch manufacturer Seiko on a three-year contract and later extended it to another three years.

Djokovic reportedly earns US$5 million a year from the deal. Seiko have gifted Djokovic in the past 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, a brand that his idols Pete Sampras and John McEnroe wore in their heydays. Djokovic and Sergio Tacchini agreed on a long-term ten-year deal, but the deal was abruptly terminated three years into its tenure.

The small company couldn’t handle Djokovic’s success on the court. Signed on a small guarantee, Tacchini offered bigger incentives if Djokovic performed well, but after his record-breaking season in 2011, where the Serbian won three Grand Slams, his fifth Masters title and stayed as the World No. 1 for 11 consecutive months, the company fell behind on payments to the star and, subsequently, the contract was mutually terminated in 2012.

Uniqlo

After cutting off ties with Sergio Tacchini in 2012, Djokovic signed a five-year sponsorship deal with Japanese clothing and sporting equipment manufacturer Uniqlo.

In launching its new partnership with Novak Djokovic, Uniqlo confirmed that its first corporate social responsibility was to manufacture a custom-designed charity T-shirt to sell at different stores and online, the sales of which were donated to Djokovic’s foundation to support children’s programmes.

However, Uniqlo didn’t offer a contract extension to Djokovic, as he was deemed not as marketable as the likes of Roger Federer, whom they later signed in 2018.

ANZ

In early 2015, before the Australian Open kicked off, Djokovic joined hands with ANZ Banking Group to run a social media campaign, which was aimed at collecting charity for Asia Pacific region countries and was a special philanthropy work of Novak Djokovic.

Jacob’s Creek

Novak Djokovic endorsed the Australian winemaker during the 2015 Australian Open. The sponsorship was aimed at describing his untold life story through a documentary film “Made By Moments” that showed his rise to becoming a champion.

Mercedes-Benz

German car manufacturer Mercedes-Benz tied down Djokovic to a deal that paid in millions and appointed him as a brand ambassador in September 2011. The World No. 1 was appointed as a Mercedes-Benz ambassador in Serbia and Montenegro and named as No1e (Nole) by Mercedes in the signing ceremony.

Other Sponsors

NetJets, LEMERO

Also read: Rafael Nadal: Endorsements | Investments | Charity Work

Novak Djokovic’s business investments

  • 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, launching 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 stint, the tournament folded due to lack of sponsorship funding and low interest from major 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 reportedly folded by 2019.
  • In January 2023, Novak Djokovic joined Waterdrop as an investor and ambassador.

Novak Djokovic’s notable charity work

  • 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, while 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 to Novi Pazar in Serbia and Mitrovica in Kosovo.
Novak Djokovic’s Sponsors and Brand Endorsements over the years (Complete List)- Hublot, Lacoste, Head, Asics, Raiffeisen Bank, Waterdrop®, Peugeot, Ultimate Kronos Group (UKG), Adidas, Seiko, Sergio Tacchini, Uniqlo, ANZ, Jacob’s Creek, Mercedes-Benz, NetJets, LEMERO

Rahul Saha

An engineer taking the road less taken. I love writing, live and breathe football, and am always up for a tactical conversation.

7 Comments

  1. […] Many brands across the world have endorsed the Serbian superstar – Adidas, Lacoste, Peugeot, Asics, Seiko Watch Corporation, ANZ Banking to name a few. Undoubtedly, these brands, having been banking upon the star player’s impeccable career stint until the 2022 Australian Open, would be in a conundrum. In a recent interview with the BBC, Djokovic unequivocally stated that he is “willing to pay the price” when asked about the possibility of skipping future Grand Slams over his vaccination stance. […]

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