Novak Djokovic has a watch sponsor again. Djokovic announced a new partnership with Hublot on Instagram. Hublot is a Swiss luxury watchmaker and is a wholly-owned subsidiary of France’s LVMH.

Roger Federer has been sponsored by Rolex and Rafael Nadal by Richard Mille for some time. While his rivals 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 was sponsored by Audemars Piguet.

Brands have struggled to market their products with Djokovic, who despite his big achievements on the court, doesn’t resonate with the buying public. When his sponsorship contracts are up for renewal, brands have chosen not to renew their relationship.

Other tennis players sponsored by Hublot include Karolina Pliskova, Elina Svitolina, and Simona Halep.

HyperX, a gaming peripherals division of HP, has signed up Daniil Medvedev as its global ambassador. Medvedev is the company’s first ambassador from Russia. He is expected to participate in several global marketing activities for the brand.

I love playing videos games, so much so that I avoid taking them with me to tournaments to ensure my complete focus is on the court. When I do get off-the-court gaming time, having top-quality sound has been essential to amplifying my gaming experience and with HyperX headsets I escape from the real world and completely immerse myself in virtual competition.

-Daniil Medvedev

In February 2021, HP acquired HyperX from Kingston Technology Company. PC gaming is one of the most popular forms of video gaming. The gaming hardware market is expected to grow rapidly in the coming years.