The race for the Grand Slam of Novak Djokovic, interrupted a step away from the enterprise in September 2021, by the Russian Daniil Medvedev, complete with his racket destroyed in anger, pushed new sponsors into the arms of the number one in world tennis last year . Others, the historical ones, hastened to extend contracts to ensure a lasting partnership with the Serbian champion’s brand. The French multinational Lacoste has even extended the contract to the world to 2025, when the athlete born in Belgrade will be 38 years old: contracts worth 30 million dollars a year, on which confirmation, however, weighs like a boulder the Australian mess of these days and especially the position of Djokovic on the vacciano.
The contract with Lacoste
Since the divorce with Uniqlo in 2017, Lacoste has been wearing Djokovic. Just a few months ago the agreement was extended until 2025. According to some rumors for a record figure of around 10 million. The words of Thierry guilbert, CEO of the French fashion house pronounced on the occasion, sound particularly out of place, in light of the media storm that has hit Djokovic in recent days: “Novak is not only an exceptional athlete, but also one of those great champions who have a wonderful character both on and off the pitch. Our meeting in 2017 was love at first sight. His audacity, tenacity and kindness struck me and I am proud to be able to continue our adventure together and accompany him in his new challenges ».
Adria Tour
If the global vaccine exemption scandal and the reaction first of world public opinion and then of the Australian government, with all that followed, were not predictable for the companies that support the Serbian tennis player, however his positions are not. vax have been known for some time. Last year Djokovic had organized a tournament, the Adrian Tour, between Serbia, Croatia, Montenegro and Bosnia-Herzegovina, which was also an outbreak due to the lack of compliance with health safety protocols. In this period of pandemic crisis, none of the most important partners has openly dissociated from Djokovic, probably due to the high penalties foreseen in the event of unilateral termination of the agreements. The social outrage rained on the tennis player for his “vaccine-exempt” participation in the Australian Open has, however, hurt the sensitivity of hundreds of people around the world, affected by Covid-19 or in any case hostage to the infection, and is inducing the marketing managers of companies linked to the tennis player, to serious reflections on the opportunity to continue to be alongside the tennis player at nunmero one of the ATP ranking.
Sponsors and earnings
Djokovic, capable of winning 20 Grand Slam titles in singles, and the only player in history to have triumphed at least once in his career in the nine Masters 1000 tournaments, can count on commercial agreements with leading companies such as Hublot (watches), Lemero ( toner), NetJets (private jets), Peugeot, Raiffeisen Bank International and Ultimate Software Group. Asics provides him with tennis shoes adapted to his game in every detail, while since 2001 Djokovic has been playing with Head rackets. In 2021 alone, more than 4.5 million in prizes – the Serbian champion and tennis player has grossed the highest prize pool in his career with over $ 150 million – these sponsors have allowed Djokovic to earn around 30 million making him the highest paid player in the world. world and number 46 among the best-paid sportsmen. A heritage that could decline considerably in the coming months.