Lifestyles of the rich and famous: Novak Djokovic



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Lifestyles of the rich and famous: Novak Djokovic

Whether you love him or hate him, there is no doubt that tennis player Novak Djokovic is not only one of the best tennis players on earth, but also the richest. His $134 million in career prize money is the highest all-time – that is right, Djokovic is the highest-paid tennis player ever.

He became the first tennis player to win $100 million in prize money. In 2019, Novak Djokovic has made $9.1 million on the court - the most of any men's tennis player. Forbes estimated that as of July 2019, Djokovic had made $50 million this year.

That would mean he's made over $40 million in endorsements. Djokovic’s sponsors include Seiko, Lacoste, Asics, and Ultimate Software Group. Djokovic added Peugeot as an endorsement partner in 2020. His biggest pact is with Lacoste worth eight-figures annually, including bonuses.

However, he also has a few side-hustles bringing in some cash. In 2013, he wrote a nutrition and lifestyle book called "Serving to Win: The 14-Day Gluten-Free Plan for Physical and Mental Excellence" about the diet that changed his career.

He also released his own nutritional food line called "Djokolife."

Furthermore, Djokovic e owns a chain of restaurants called Novak Cafe & Restaurant with locations in Belgrade, New Belgrade, and Kopaonik in his native Serbia.

He also opened a vegan restaurant in Monte-Carlo called Eqvita, but it appears to have closed.

Djokovic and his family own a company called Family Sport, which, according to the company website, focuses on event-planning.

In 2009, Family Sports bought the Dutch Open and turned it into the Serbia Open. It lasted four years before being bought back by the ATP. Djokovic has dabbled in the entertainment industry, too. He was an executive producer on the movie "Game Changers," a documentary about athletes' diets.

He was also in a docu-series titled "Transcendence" about physical, mental, and emotional health.

What does he do with all his hard-earned money?

Although he is not quite as flashy with his money as some of the other tennis players, he does seem to like acquiring property.

He owns a two-bedroom apartment in Monte Carlo - one of the most expensive real-estate markets in the world. In 2017, he bought a pair of condos in SoHo, New York City, for a reported $10 million. And in 2019, Djokovic bought a luxurious, three-bedroom condo in Miami.

Prices in the building range from $2 million to $13 million, with other three-bedrooms listed at over $9 million. Djokovic likes to arrive in style, showing up to the 2015 Boodles event in a helicopter. He's also taken rides on private jets.

He bought a luxurious Manhattan 60 yacht for $2.5 million in 2009. It seems he has since sold it. Although Djokovic has been seen driving a Tesla Model X and reportedly also likes Audis and Mercedes-Benz, he reportedly biked to the Monte Carlo Masters, since he lives close by.

Djokovic uses a $75,000 pressure chamber called the CVAC Pod that is supposed to increase muscle tone, decrease lactic acid, and stimulate stem-cell production.

He also likes to help others. Djokovic and his wife, Jelena, help run the Novak Djokovic Foundation, which aims to improve early-childhood education. The couple also matched a $100,000 donation to the foundation for the "Season of Giving" campaign in 2018.

In 2014 Djokovic donated the $750,000 he won from the Italian Open to relief efforts for a flood in Serbia. The tennis ace and his wife Jelena pledged one million euros to buy medical equipment in Serbia's fight against the coronavirus outbreak.