Novak Djokovic: sponsors could abandoning him, now what?

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Novak Djokovic: sponsors could abandoning him, now what?

After the recent events involving Novak Djokovic, who was expelled from Australia on Sunday after the sentence of three federal judges confirmed his visa cancellation order for his vaccination status, Forbes magazine took care to find out which ones among the main sponsors of the Serbian have decided to continue the partnership and which have instead interrupted it.

The Serbian's visa was revoked for the second time by Immigration Minister Alex Hawk last week. Djokovic thus lost the chance to defend the title he won last year in Australia and given the recent announcement of a mandatory vaccination policy also adopted by France, the number one would risk having to give up the second slam of the year as well.

In an interview with Forbes, Novak Djokovic's main sponsors, including Raiffeisen Bank International (RBI), Hublot and Lacoste, commented on their relationship with the Serbian after the events related to his vaccination status.

RBI and Hublot have confirmed that the agreements with the Serbian tennis player will remain altered, given the nature of the previous collaborations compared to the turmoil involving Djokovic in Australia. The German bank (RBI) said deals with Djokovic had been made before the Serb revealed his vaccination status.

Sasa Ozmo, Serbian journalist who has been following the 20-time slam champion for years, confirmed the agreement between Djokovic and the RBI with a tweet. Even the watchmaker Hublot has declared that it will continue its collaboration with the Serbian, without making any statements on the tennis player's personal choice not to get vaccinated.

On the other hand, the Lacoste clothing company said it was uncertain about the future relationship with Djokovic, declaring that: "it will review the events that accompanied his presence in Australia." ther well-known sponsors such as Asics, Head, Lemero, NetJets, Peugeot and Ultimate Software Group preferred not to respond to Forbes' request for comment.

Novak Djokovic in 2021 finished fourth in the list of the highest paid tennis players of the year, with a total of 34.5 million dollars, including 30 million from sponsorships, or 87% of total earnings. Djokovic was also the highest-earning tennis player in the past year, as well as being the first player to earn 150 million in winnings on the court and also owning five of the 10 highest prize money totals per single season in history.

. Sponsorships, however, remain the highest source of income for the Serbian champion and the future choices of the world number one could affect collaborative relationships with other well-known brands.