Brands That Sponsor Novak Djokovic
Novak Djokovic is a Serbian tennis player with 17 grand slam titles. In 2015-2016, Djokovic won all four grand slams back to back (though not in the same calendar year). He was the first player since Rod Laver in 1969 to achieve that feat. Along with Roger Federer, Rafael Nadal and Andy Murray, Djokovic is considered one of the “Big 4”.
Djokovic is represented by agent Edoardo Artaldi of WME-IMG (Endeavor). Though Djokovic has many sponsors, he has struggled to attract sponsors like his peers Roger Federer and Rafael Nadal. That’s because Serbia is a relatively poor country and Serbian companies are unable to support Djokovic. In contrast, Federer and Nadal have many sponsors from Switzerland and Spain, respectively.
Novak Djokovic’s Sponsors
Lacoste is a French company, founded by tennis player René Lacoste and André Gillier. The company is well known for its green crocodile logo. Djokovic has a $9M deal with Lacoste that runs until 2022. He previously had a 5-year clothing deal with Uniqlo. Prior to Uniqlo, Djokovic was with Adidas and Sergio Tacchini.
Djokovic has a $9M a year deal with tennis racquet maker Head. Prior to his sponsorship with Head, Djokovic used Wilson racquets.
What’s interesting is that as some players on tour, Djokovic has used sleek paint jobs on racquets (to make racquets look like his sponsor’s racquets) in the past to avoid revealing exactly which brand of racquet he was using. As you can imagine, changing racquets can be very difficult for a top player like Djokovic.
Djokovic currently uses the pro stock Head PT113B1 racquet. It is not available for sale. For marketing purposes, Djokovic’s racquet is painted to look like the Head Graphene 360+ Speed Pro below.
Seiko is a Japanese holding which manufactures and sells watches, clocks, semiconductors, jewelry, and optical products. Seiko has sponsored Djokovic since 2014. In 2016, Seiko renewed its contract until 2020.
Seiko has released a number of limited edition Seiko watches with Djokovic. The new Astron Novak Djokovic Limited Edition SSE174 released in Fall 2018, like all Astron watches, connects automatically to the GPS network and automatically adjusts to local time anywhere in the world with a precision of 1/100,000th of a second.
Seiko also supports Djokovic’s charitable foundation, The Novak Djokovic Foundation, which advocates for children in the tennis player’s native Serbia.
For any tennis player, shoes are the most important gear next to the racquet. Novak Djokovic has been partnering with the footwear brand ASICS, since 2018. He currently wears the Asics Court FF2 shoes.
The Asics shoes that Djokovic wears have two logos – one is “D” and the other consists of a symbol of Reiki (represents energy) and a symbol of Dove (stands for peace, love, and free spirit). Djokovic has said that it reminds him of Nikola Tesla, the great Serbian-American inventor.
Jacob Creek is one of Australia’s largest wine brands. Jacob Creek has partnered with Djokovic since 2015. The deal earns him $2M a year.
Jacob Creek released an autobiographical documentary series on Djokovic titled “Made By”.
Australia and New Zealand Banking is one of the largest banks in Australia. ANZ has sponsored Djokovic since 2015. His current deal earns him $4M a year.
In 2019, Ultimate Software (now called UKG) signed up Djokovic as one of its ambassadors. The company is also one of the sponsors of the Miami Open. Djokovic’s deal with Lacoste allows him to wear sponsor patches on his shirt.
Ultimate Software logo (now called “UKG” – Ultimate Kronos Group) can usually be seen on his right sleeve. Ultimate Software merged with Kronos and the new company is called the Ultimate Kronos Group. The company rebranded itself as “UKG”.
Printer ink cartridge brand LEMERO named Djokovic as its brand ambassador in 2021. The company also pledged to donate 10% of its sales to the Novak Djokovic Foundation.
Djokovic’s Other Business Interests
Novak Djokovic opened a vegan restaurant, Eqvita in Monte Carlo, where he resides. Djokovic became a vegan in 2010 and that decision ignited a spark in his tennis career. Djokovic discusses his diet in his book, “Serve to Win”, that was published in 2013.
Serbia Open (not active)
Djokovic owned the Serbia Open tennis tournament between 2009-2012. But the tournament could not attract sponsors or top players. Djokovic sold the tournament back to ATP. It was the only tennis tournament held in Serbia.
Novak Djokovic Foundation
The Novak Djokovic Foundation’s goal is to give every child the opportunity to receive a quality preschool education. Many of Djokovic’s sponsors contribute to his foundation.
Book – Serve To Win
In the book, Serve To Win, published in 2013, Djokovic shares fitness and gluten-free diet plan that made him a world champion. Tennis fans will know that Djokovic struggled with his health early in his career. His new gluten-free diet plan was one of the primary reasons for his dominance on the court.
If you are interested in what Djokovic eats every day to keep healthy, you can check out this article on his daily diet.