Lacoste has extended its sponsorship contract with Djokovic until 2025.  His current contract is set to expire at the end of 2022. Lacoste’s partnership with Djokovic goes back to 2017. Under Lacoste, Djokovic has won 8 grand slams and has been world number one for 335 weeks.

By extending its contract with Djokovic, Lacoste has a lock on two of the top men’s players. Daniil Medvedev also has a contract with Lacoste.

Djokovic only has an apparel contract with Lacoste. He wears Asics shoes and uses a Head racquet. Medvedev has a head to toe contract with Lacoste. He uses Tecnifibre racquets, which is owned by Lacoste.

With Djokovic, Lacoste has a seen a huge return on investment. With 20 grand slams and likely more to come, Djokovic has been one of the dominant players in recent years. Lacoste’s tennis kits, unlike Nike’s or Adidas’, have been well received by its fans.