With 24 Grand Slam tournament victories, Novak Djokovic surpasses his competitors, Rafael Nadal and Roger Federer, who hold 22 and 20 titles respectively. A success story that does not leave sponsors and advertisers indifferent. According to the magazine Forbesthe Serbian is in fact the highest paid tennis player in the world in 2023. His total fortune is estimated at 472 million euros, including 159 million euros in prize money (tournament winnings). His last victory at the US Open, this Sunday September 10, 2023, allowed him to cash a check for 2.8 million euros.
Most of Novak Djokovic’s income comes from his sponsorship contracts. In 2017, the Serbian signed a partnership with Lacoste, a deal which was to end in 2021, but which was finally extended until 2025. According to Forbes, the contract between Lacoste and Novak Djokovic would be valued at 8.3 million euros per year. Before the crocodile brand, the tennis player had partnered for five years with the Japanese clothing line Uniqlo. The Serbian was also the brand ambassador of former Italian tennis player and stylist, Sergio Tacchini. In addition to Lacoste, Novak Djokovic has several sponsors including Head, which markets tennis rackets, but also the sports brand Asics, as well as the Swiss watch brand Hublot. Since January 2023, the tennis player has been in partnership with Waterdrop, a company specializing in the sale of drinks.
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In addition to his sponsorship deals, the Serbian has also gone into business. As revealed by The echoes, Novak Djokovic owns 40% of the capital of a Danish company, QuantBioRes, which seeks to develop a treatment – and not a vaccine – to fight Covid-19. His wife, Jelena Djokovic, owns 39.20% of the capital.
Covid, a shortfall
The record holder for grand slam titles and his family have also invested in the company “Family Sport” which organizes various sporting events, including tournaments in Serbia. Djokovic owns a restaurant called “Novak” located in Belgrade. The businessman also released a book entitled “Serve To Win: Novak Djokovic’s life story with diet, exercise and motivational tips”, published in 2014.
His opposition to vaccination against Covid-19 was also a real loss of income for the player. His vaccination status has in fact deprived him of eight tournaments, including the US Open 2022, where he had to withdraw because he could not land on American soil.
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2023-09-11 17:50:43
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