Novak Djokovic, a tennis icon and the current world no. 1 in the ATP rankings at the age of 36, stands not only as the epitome of sporting excellence but also for his savvy brand endorsements. Boasting an unparalleled career with 24 Grand Slam titles and numerous other achievements.
Djokovic’s influence transcends the tennis courts, having lucrative partnerships with renowned brands that have made him the highest-earning athlete in the tennis world. Let’s take a deep dive into the current partnerships he has with some of the leading brands.
Novak Djokovic has a 5-year deal with Lacoste
Lacoste, the iconic French brand, inked a landmark five-year deal with Djokovic in 2017, designating him as both a clothing ambassador and a significant earner at approximately $9.4 million annually in his endorsement of the brand.
Despite a temporary setback due to Djokovic’s deportation incident in Australia, Lacoste has remained a steadfast sponsor, emphasizing the enduring appeal and marketability of the Serbian tennis maestro. The company has now extended the deal until 2025.
Novak’s affinity for watches
In 2021, Djokovic parted ways with Seiko and found a new ally in the luxury Swiss watchmaker Hublot. This association positioned Djokovic alongside legendary athletes Pelé and Usain Bolt as the faces of the brand. Novak, known for his precision on the court, found a fitting match in Hublot’s bold and distinctive timepieces, amplifying his global brand image.
Djokovic’s famed partnership with Head
Djokovic’s long-standing collaboration with Head, spanning back to 2001, speaks volumes about the brand’s integral role in his success. Although he briefly switched to Wilson in 2005, he returned to Head in 2008, and in May 2018, the partnership was extended.
Will today’s match bring more JOY than yesterday’s…..❓😅🤩
Who’s tuning in 📺 to watch Novak face Holger Rune⁉️
Share your score predictions below!👇🔥
— HEAD Tennis (@head_tennis) November 3, 2023
While the financial details were not disclosed, reports suggest that Novak has annual earnings of around $7.5 million from this collaboration. The enduring partnership highlights the role the right equipment plays in an athlete’s performance and success.
Novak Djokovic and ASICS
Quality footwear is crucial for any tennis player, and Djokovic recognizes this with his endorsement deal with ASICS. After a stint with Adidas from 2013 to 2017, Djokovic entered into a partnership with ASICS in 2018, becoming their global footwear partner.
The deal, reportedly worth $4 million per year, emphasizes the impact of well-crafted footwear on Djokovic’s game, who is known for his court agility and speed even at the ripe age of 36 years.
Brand ambassador to Raiffeisen Bank
Djokovic’s foray into brand endorsements extends beyond the world of sporting accessories. In 2021, Austrian banking group Raiffeisen Bank enlisted Djokovic as its brand ambassador.
Novak Đoković i Raiffeisen Bank International potpisali partnerstvo https://t.co/oRbvqocAm5
— Raiffeisen banka (@RaiffeisenBanka) April 19, 2021
Beyond financial ties, Djokovic pledged to utilize the bank’s support for the development of young tennis talent, showcasing his commitment to nurturing the next generation of athletes.
His latest deal with Waterdrop
In January 2023, Djokovic significantly expanded his endorsement portfolio by embracing a new role as both an investor and ambassador for Waterdrop. This strategic move aligns seamlessly with Djokovic’s holistic philosophy toward maintaining a healthy lifestyle.
Drink more water people! 🙏 Thank you @drink_waterdrop for using me as your ambassador to share such a powerful message 💧💦🧊 #WaterdropServesSustainability #DrinkMoreWater #WaterdropPartner pic.twitter.com/F6EfqpSAVV
— Novak Djokovic (@DjokerNole) August 25, 2023
He places a pronounced emphasis on the role of proper hydration and champions the reduction of plastic waste within the sporting world. Djokovic’s commitment to these environmental and wellness initiatives enhances his personal brand value as well.
How much is Djokovic earning through various endorsements?
The financial benefits accompanying Djokovic’s endorsements are staggering. Forbes reports that in the past year alone, Djokovic has amassed a staggering $38.4 million, with $13.4 million stemming from prize money and an estimated whopping $25 million from his various endorsements.
Novak Djokovic’s prize money and net worth
His total prize money earnings of $176,231,853 in his career have established him as the highest-earning tennis player in history. With an estimated net worth of approximately $250 million, Djokovic’s financial empire extends beyond tennis prize money, which includes brand partnerships, endorsements, and strategic investments.
As Novak Djokovic redefines history on the tennis court, his financial prowess off the court serves as a testament to the global recognition he has received as the most marketable sportsperson.