Lacoste, Hublot, and Other Sponsors Reveal Partnership Status With Novak Djokovic Following Australian Open 2022 Saga

The events leading to the Australian Open 2022 have had a massive toll on the entire tennis fraternity. The visa saga engulfing Novak Djokovic and his subsequent deportation from Australia have invited massive criticism from across the world. Many people have expressed their displeasure with how the authorities handled his case.

Moreover, many well-known individuals have spoken for and against the Serb. Furthermore, his fans were seen taking to the streets to express their support for World Number 1.

The Australian Open snub has not only caused his No. 1 ranking to be in threat but also invited mixed reactions from his sponsors.

What did Novak Djokovic’s sponsors say?

Djokovic is one of the highest-paid athletes in the world from brand endorsement deals. According to Forbes, he has $30 million worth of endorsement deals. However, his failure to participate in the opening Grand Slam of the year might result in him losing millions from these deals.  His sponsors, though, have backed the Serb while some have chosen to remain silent.

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Raiffeisen Bank International had appointed Djokovic as its brand ambassador in Central and Eastern Europe (CEE). The bank commented that the sponsorship decision was made long before the current reporting on Novak Djokovic and his Covid-19 vaccination status, or his participation in the Australian Open. Further, RBI would continue to sponsor Djokovic despite his Australian Open snub.

Hublot backed the Serb and said, “Novak Djokovic is his own person. We cannot comment on any of his personal decisions. Hublot will continue its partnership with the world number 1 tennis player.” 

However, Lacoste was the only sponsor to cast a shadow on the endorsement deal with Novak Djokovic. In a statement, a Lacoste spokesperson said, “as soon as possible, we will be in touch with Novak Djokovic to review the events that have accompanied his presence in Australia.” World Number 1’s other sponsors – Asics, Head, Lemero, NetJets, Peugeot and Ultimate Software Group did not respond to Forbes’ request for comment or comment publicly on the matter as of January 18, 2022.

What is next for Novak Djokovic?

With this year’s Australian Open out of sight, the Serb could potentially lose out on the top spot to Daniil Medvedev by next week if the latter manages at least a semi-final finish at the Grand Slam Down Under. Following this blow, it will be interesting to see how the 20-time Grand Slam champion bounces back.

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We await to watch the Serb back in action soon.