Brands That Sponsor Novak Djokovic

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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

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”.

ANZ Bank

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.

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Brands Behind Roger Federer’s $450 Million Net Worth

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Roger Federer’s Sponsors and Business Interests

Roger Federer is widely considered to be the best tennis player to play the game.  Not surprisingly, big sponsors have lined up to be associated with King Roger.

He is also one of the most marketable athletes in the world. He speaks 4 languages and has millions of fans all over the world. With 20 grand slams to his name, he transcends tennis.  

Federer has consistently been the highest-paid tennis player in the world. In 2018 Federer made $86 million according to Forbes. Federer’s net worth is more than $450 million.  He is also expected to become tennis’ first billionaire.

Federer is Money

Brands know that Federer is money.  So does the Swiss Mint. Swiss Mint honored Federer, Switzerland’s greatest export, with a commemorative 20 Swiss franc ($20) silver coin.  It is the first time that distinction has been given to a living person.

The coin features Federer in his trademark headband preparing to strike a backhand. When you toss the Federer silver coin, you can ask, “Feds or Tails?”.

GQ’s Most Stylish Man of the Decade

Fans voted Roger Federer GQ’s most stylish man of the decade. His influence transcends the sport and makes him more marketable than any other tennis player.


Uniqlo is a Japanese casual wear designer, manufacturer, and retailer.  Federer switched from Nike, which was paying him $10M a year to Uniqlo.  Federer’s deal with Uniqlo is worth $30M and runs through 2027.  Interestingly, Uniqlo does not make shoes.


Rolex is a Swiss luxury watch manufacturer based in Geneva. Federer has been with Rolex since 2006.  His latest contract with Rolex brings him $8M annually.  Fans will notice Federer wearing his Rolex when holding his trophies.


The Wilson Sporting Goods Company is an American sports equipment manufacturer based in Chicago, Illinois.  Federer has been using Wilson racquets throughout his career.  He has a life-time deal with Wilson.  He will be an ambassador for the brand after his playing days are over. Wilson pays him an estimated $3.5M a year.


Netjets is an American company that sells part ownership or shares of private business jets.  Federer frequently uses Netjets to travel to tournaments with his family and entourage. When you have as many trophies as Federer does, you need your own plane to haul them.  See this ad from Netjets after Federer won his 14th grand slam. Federer’s Netjets deal is worth $4M a year.

Mercedes – Benz

German luxury carmaker Mercedes-Benz has been sponsoring Federer for more than a decade. In 2018,  the company extended its partnership with Federer for $5M a year. The deal also gives Federer a new Benz car every 6 months.


Swiss chocolate maker Lindt has a $7M a year deal with Federer  Here’s a funny ad from Lindt featuring Federer.

Credit Suisse

The Swiss bank has been supporting Federer for almost a decade.  Federer’s deal with Credit Suisse earns his $2.5M annually. In addition, Credit Suisse supports the Roger Federer Foundation (RFF) with a contribution of one million US dollars every year.


Federer’s deal with Barilla, the largest pasta company in the world, is worth $40M over 5 years or $8M annually.  Like many players, Federer’s daily diet includes pasta and this was a natural fit for him.  In the past, Barilla had sponsored tennis players such as Steffi Graf and Stefan Edberg.

Moet and Chandon

Moët and Chandon is one of the world’s largest champagne producers and a prominent champagne house.  The French brand has sponsored Federer since 2012.  The deal pays him $8M per year.


Jura is a Swiss developer and distributor of home appliances. Federer’s deal with Jura is worth $5M a year.


Sunrise is Switzerland’s largest private telecommunications operator.  Federer has been a brand ambassador for Sunrise since 2014.  The deal earns Federer $4M a year.

Other Business Interests of Roger Federer


In 2019, Federer invested $50 million in the Swiss shoe brand, On. The company is known for its high-quality running shoes. He currently wears The Roger Pro shoe on the court. The shoe was specifically designed for him and is not available to the public.


Federer formed Team8 Sports & Entertainment with Tony Godsick in 2013.  The company is based in Pepper Pike, OH, USA.  The agency earned $13.7M in commission in 2018.

In addition to Federer, it represents US Open Champion Juan Martin Del Potro, Sascha Zverev and Coco Gauff. Previously, it represented Grigor Dimitrov.

Laver Cup

The Laver Cup is an international indoor hard court men’s tennis tournament between two teams: Team Europe and Team World.  TEAM8, and former Brazilian Davis Cup player Jorge Paulo Lemann (who is a successful businessman), and Tennis Australia partnered to create the Laver Cup.

Team World consists of players from non-European countries. The competition is held annually and intended to be the Ryder Cup of the tennis world.

Roger Federer Foundation

The Roger Federer Foundation supports educational projects located in the region of southern Africa and Switzerland. The programs on the African continent focus on the improvement of the quality of early learning and basic education.  Programs in Switzerland focus on the promotion of extra-curricular activities for children affected by poverty.

By 2018, the foundation aims to support one million children in receiving access to education of convincing quality.

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