Novak Djokovic is losing titles and money! The Serb has already lost two sponsors in 10 days
Serbian tennis player Novak Djokovic, despite the numerous setbacks he faced at the start of his career as a sports star, has still managed to rise decently. But his recalcitrant nature and unwillingness to change his stance on vital issues of the day played a cruel joke on him, depriving him not only of a respectable ranking but also of financial success.
Vaccination scandal
Gradually winning more and more titles, adding to his trophy collection, the Serb left even such “giants” as Roger Federer with a nosedive. However, the pandemic has made its toll on sporting events, and even as it has eased, controversial situations have arisen. Thus Novak safely ‘flew out’ of the Australian Open, where he was predicted to finish high, if not win the tournament himself.
Interestingly, his exclusion from the tournament was not because of Djokovic’s poor performance. It was all about his tough stance on refusing to be vaccinated against the coronavirus, which is now a requirement. He was deported from Australia but then managed to reach the quarter-finals of the ATP 500 tournament held in Dubai. But then another problem arose – he was not allowed to enter the US, and so he could not take part in the Masters tournaments in Indian Wells and Miami.
His stubborn unwillingness to vaccinate seriously damaged his career, as it prevented him from completing the now required medical paperwork. Because of this, the tennis champion is being deprived of incredible opportunities and his position in the rankings is getting lower and lower. This is how he effectively lost his place in the Australian tournament to Russia’s Daniil Medvedev, who lost to Rafael Nadal in the final. The Spaniard, on the other hand, became the most decorated tennis player with the win, a title that Djokovic had just claimed.
Brands refuse to cooperate with Novak Djokovic
The Serb’s top sponsor was the auto concern Peugeot. But in the spring it became known that the company terminated its business relationship with the tennis player, this despite the fact that the cooperation lasted 8 years. The reason is said to be Novak’s fierce unwillingness to vaccinate, tarnishing the company’s reputation. Then versions began to emerge that the refusal was due to big losses incurred because of the pandemic.
Another sponsor of the Serb was the well-known brand Lacoste. As of today, there is no official confirmation of the termination of the business relationship, however, journalists believe that it is only a matter of time. The athlete’s antics were not to the liking of the manufacturer of clothing, perfumes and other luxury goods. Although their contract is still valid for several years, termination is pending. The consequence for Djokovic will be a loss of $30 million in revenue.
It is noted that a number of other brands that Novak is working with will follow suit. For example, the watch manufacturer Hublot controversially commented on the situation. Despite the fact that it supports the freedom and choice of each individual, there will still be a review of the terms of cooperation.
