Djokovic selective in choosing his sponsors: "I cannot represent a brand that does not align with my values"
Adidas, Uniqlo, Mercedes, and Lacoste—these are the brands partnered with Novak Djokovic. While a significant portion of his earnings comes from the tennis courts, the Serb also counts numerous highly lucrative sponsors, which he carefully selects, as he explains in an interview with Business Traveller:
"I have personally refused to get involved with a large number of companies and to represent various products over the past two decades. Mainly because I cannot associate myself with something I don’t believe in, something that doesn’t align with my values. Well-being and health are my greatest passions, after tennis, sports, and education."
The latest example: the former world No. 1 signed a contract as a global wellness advisor for Qatar Airways and the luxury hotel chain Aman Resorts:
"For me, it was very clear from the start that I wanted to collaborate with brands like Aman, where quality in every aspect is never compromised."
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