Who Are Novak Djokovic’s Sponsors? Who Are The Brands Sticking With Him Despite The Controversies

Novak Djokovic, who has won 24 grand slam titles, is considered one of the greatest tennis players.  During 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”. He has been ranked world number one for over 400 weeks – a record that will stand for a long time. At the 2024 Paris Olympics, he won the gold medal in singles.

In 2021, he came close to winning the grand slam – all four grand slam titles in a calendar year. But he lost in the finals at the US Open, the last grand slam of the year, to Daniil Medvedev. In 2023, he won three grand slam titles and lost in the finals at Wimbledon to Carlos Alcaraz. 

While his tennis greatness is not questioned, Djokovic has controversial opinions on popular topics. He has famously refused to get the COVID-19 vaccine. After his strong vaccination stance, a few sponsors dropped him.

Novak Djokovic was represented by agent Edoardo Artaldi of WME-IMG (Endeavor) for many years but that relationship ended in 2023.  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.

His sponsors are Lacoste, Head, Hublot, Asics, Raiffeisen Bank International AG, and Lamero. As of 2024, he has earned over $180 million in prize money. He has made the list of the highest-paid tennis players for many years but often earns less than Roger Federer and Rafael Nadal. 

Novak Djokovic’s Sponsors

Lacoste

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 2025.  He previously had a 5-year clothing deal with Uniqlo.  Before Uniqlo, Djokovic was with Adidas and Sergio Tacchini.

Head

Djokovic has a $9M a year deal with tennis racquet maker Head. Before his sponsorship with Head, Djokovic used Wilson racquets.

What’s interesting is that like 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.

Hublot

In 2021, Djokovic announced a new partnership with Hublot. Hublot is a Swiss luxury watchmaker and is a wholly-owned subsidiary of France’s LVMH.

While his rivals Roger Federer and Rafael Nadal have been with one watch sponsor for most of their careers, Djokovic has jumped from one watchmaker to another.

Djokovic was endorsing Seiko watches for six years until 2020. Between 2011 and 2013, he partnered with Audemars Piguet.

Asics

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 FF3 shoes. His deal with Asics reportedly is worth $4 million annually. 

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.

Raiffeisen Bank International AG 

Djokovic is an ambassador for the Vienna-based bank. As part of the sponsorship deal, the bank supports the Tennis Academy of Novak Djokovic in Belgrade

LEMERO

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.

Waterdrop

Austrian brand Waterdrop was founded in 2015 and provides water purification solutions. Djokovic is not just an ambassador for the brand, he is also an investor after putting in a “seven-figure investment” in the company.

Djokovic’s Other Business Interests

Eqvita

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”, which 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 a 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 daily to keep healthy, you can check out this article on his daily diet.

Djokovic’s Previous Sponsors

Peugeot: A Green Partnership and a Pandemic Fallout

In 2014, Peugeot welcomed Djokovic as its international ambassador. The partnership, aimed at promoting a greener and sustainable environment, lasted for three years. Djokovic’s stance on COVID vaccination eventually led to the end of his ties with Peugeot.

Seiko: Timing the Success

In 2014, Djokovic embraced a three-year partnership with Japanese watchmaker Seiko, which later extended to six years. The collaboration, reportedly earning Djokovic $5 million annually, showcased limited-edition watches.

Uniqlo: A Five-Year Affair with a Charitable Twist

Following the Sergio Tacchini episode, Djokovic signed a five-year sponsorship deal with Uniqlo. The partnership involved a unique corporate social responsibility initiative, manufacturing charity T-shirts to support Djokovic’s foundation. However, Uniqlo opted not to extend the contract, citing marketability concerns.

Ultimate Kronos Group (UKG)

Djokovic’s association with Ultimate Kronos Group began in 2019.  However, in May 2022, the tech firm and Djokovic mutually agreed not to renew their contract, marking the conclusion of this chapter.

Roger Federer’s Sponsors and Business Interests

Roger Federer is widely considered to be the best tennis player to play the game.  Though he retired from tennis in 2022,  the Roger Federer brand is stronger than ever. Big name sponsors still want to be associated with one of the most well know athletes in the world. 

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. Federer’s net worth is more than $1 billion.  He is 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

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

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.

Wilson

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

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.

Lindt

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.

Barilla

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

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

Sunrise

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.

Oliver People

In 2023, Federer signed an endorsement deal with the eyewear brand Oliver People. He will co-design a line of eyewear products with the company.

Other Business Interests of Roger Federer

On

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.

TEAM8

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. The foundation aims to support one million children in receiving access to education of convincing quality.