The top tennis players in the world bank millions of dollars in prize money over the course of their careers but even somebody like Novak Djokovic, who has won more than most, doesn’t earn the majority of his money on court.
Djokovic has attracted notable commercial partners over the course of his career, and it is these payments that have made him among the richest men to play the game.
The Serbian tennis icon and GOAT contender has an enormously lucrative partnership with Lacoste.
Djokovic lost a couple of notable sponsors in the wake of his Australian Open saga and refusal to be vaccinated with French motor vehicle manufacturer Peugeot and multinational software firm Ultimate Kronos Group pulling their support for the 21-time Grand slam winner.
Other sponsors chose to ignore his stance as a private medical matter.
“We are waiting to see what his position is with regard to all that he went through,” Hublot CEO Ricardo Guadalupe said.
“The principle of vaccines is that it’s something private. We value personal freedom.
“Everyone can decide. One can be in favour or against. That’s our position.”
While he might have damaged his reputation among some, it seems that Djokovic still has massive commercial value to potential sponsors.
Alongside Hublot kit suppliers Head and Asics and also Romanian financial heavyweights Raiffeisen Bank.
After his 2022 Wimbledon win Djokovic had banked $158,996,253 in career prize money, thanks in large part to the 88 ATP Tour titles that he has won.
He established his own charitable foundation very early on in his career with the group’s stated purpose to help children from disadvantaged communities grow up and develop in stimulating and safe environments.
His foundation has done extensive work across the Balkans and Djokovic and his wife Jelena have received multiple awards for their humanitarian efforts.
Aside from his lucrative overseas partnerships but Djokovic is also the face of State-owned utility Telekom Srbija.
He has previously enjoyed commercial relationships with sports clothing and equipment specialists Adidas, Nike and Uniqlo.
Djokovic has been represented by sports and talent agency IMG Worldwide since 2012 having previously been with CAA Sports.
His family’s ventures now include a range of wines but Djokovic is not directly involved in the promotion of alcohol, though he did attend the launch as a family member.
“Novak came to the soft launch of Djokovic wine as a family member,” Goran Djokovic said in an interview in September 2022. “He was very pleased with everything. Novak always wants to promote Serbia.
How much is Novak Djokovic worth in 2022
Djokovic’s net worth in 2022 has been estimated to sit somewhere in the region of $220 million (£178.8m).
Most of his business interests are managed through the company set up by members of his immediate family.
The company, known as Family Sport, started its dealings with projects in the hospitality industry including the Novak Café & Restaurant franchise.
Novak’s father Srdjan and uncle Goran are responsible for much of the day-to-day running of the business which has expanded to include real estate, sports/entertainment event organization, and the sports apparel business.
Recently Djokovic acquired an 80% stake in biotech firm QuantBioRes with the hopes of improving global health in the wake of the recent pandemic.
Djokovic owns a vegan restaurant in Monte Carlo and has also launched his own range of nutritional food products, called Djokolife.
He has become the third-highest paid tennis player in the world now that Serena Williams has transitioned away from the game.
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