The Novak Djokovic Brand

With 100 ATP titles, including 24 Grand Slams and an Olympic gold medal, Novak Djokovic is one of tennis' greatest players. His on-court earnings are approaching $200 million—far ahead of any other player. Off-court, the Novak Djokovic brand is one of the world's most marketable, resulting in partnerships with multiple major brands, some of which he has also invested in. These add to the many business ventures he has undertaken over the years.

So, which on-court records and off-court characteristics contribute to the Djokovic brand's value? Who sponsors the Serb? And which businesses has he invested in?

Records held by Djokovic

Most weeks at world number one On July 4, 2011, a 24-year-old Djokovic ascended to the world number one spot for the first time. A position he has held for 428 weeks—the most by a singles player. This is an extraordinary achievement, as it is 118 weeks more than second on the all-time ATP list, Roger Federer (310). The record holder on the women's tour, Steffi Graf, reached 377 weeks at world number one.

Between 2014 and 2016, Djokovic ranked highest for 122 consecutive weeks, the fourth-longest stint among male players. Overall, he has had 10 different stints as number one, including eight seasons in which he finished the year at the top of the ranking.

By winning the Geneva Open in 2025, Djokovic won his 100th ATP Tour title, which makes him nine titles shy of equaling Jimmy Connors' record of 109 titles. So far, he has won 70 percent of his ATP finals, equal to Rafael Nadal and ahead of Federer and Connors (both 66 percent).

Most ATP singles titles:

1. Jimmy Connors – 109

2. Roger Federer – 103

3. Novak Djokovic – 100

A Career Grand Slam and Career Golden Masters 

With 24, Djokovic has won the most Grand Slam titles, including a record 10 Australian Opens. He has won each of the four majors at least three times, making him one of four men to have won a Career Grand Slam—winning all four Grand Slam tournaments—more than once. After winning Roland Garros in 2016, Djokovic held all four titles at the same time, making him one of only two players—the other being Rod Laver—to have achieved this.

By having won the ATP Finals (seven times) and Olympic Gold during his career, he also holds a Career Golden Slam and Career Super Slam.

Djokovic is the only singles player to have also achieved a Career Golden Masters by having won all nine (active) ATP Masters 1000 titles. He won each event at least twice. With 40 titles—including seven Paris Masters—he is ahead of Nadal (36) and Federer (28).

How much prize money has Djokovic earned?

Djokovic has earned more prize money than any other tennis player. As of August 2025, he has earned almost $189 million from his victories, ahead of Rafael Nadal ($135 million) and Roger Federer ($131 million).

Compared to active players on the ATP Tour, Djokovic has earned at least 3.5 times as much. Alexander Zverev has earned the second most among active players with almost $54 million, while Carlos Alcaraz, Daniil Medvedev, and Jannik Sinner follow by approaching the $50 million mark.

Between 2011 and 2016, Djokovic earned at least $12 million in prize money every year. His most lucrative season was 2015, when he earned $21.1 million in prize money. It made Djokovic the first player in tennis history to cross the $100 million prize money barrier in June 2016.

How much has Djokovic earned from endorsement deals?

Djokovic's off-court income over the years Djokovic is one of the highest-paid tennis players when it comes to off-court income and has been for a while. According to Forbes, he earned an estimated $25 million from sources like endorsements, appearances, and licensing and memorabilia in 2024 (for year-end August). He came in second only to Spaniard Carlos Alcaraz, who reportedly earned around $32 million.

Between 2015 and 2024, Djokovic earned an estimated $277 million from off-court sources, including a high of $34 million in 2016.

Generally, he has been a top earner among tennis players both on- and off-court. However, apart from 2023, he never ranked highest for off-court income. In 2018, for example, Djokovic ranked fourth, with Federer ($65 million), Kei Nishikori ($33 million), and Nadal ($27 million) all earning more.

Djokovic's sponsors 

It is no surprise that Djokovic earns significantly from endorsement deals as many brands see value in partnering with him. Apart from his status as one of the best players of all time, his professionalism and dedication to fitness and wellness are traits brands want to align themselves with. The latter is especially used as a marketing message by some of his recent partnerships.

Djokovic is sponsored by the following companies (since): – Head (2001) – Lacoste (2017) – Asics (2018) – Hublot (2021) – Waterdrop (2023) – Aman (2024) – Qatar Airways (2024) – Joe & the Juice (2025)

Head

Racket manufacturer Head has been on board the longest, with Djokovic playing with the brand since 2001. Over the years, he has often featured in the company's commercials—including with former WTA player Maria Sharapova—and marketing activities, like the 'Next Novak' campaign, in which Head looked for the next teenage talent to sponsor, just as they had done with Djokovic.

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Lacoste 

Djokovic has been wearing Lacoste apparel since 2017, after his five-year deal with Uniqlo came to an end. In 2021, the French brand extended the partnership until 2025, with a new extension currently being negotiated. Lacoste launched a Novak Djokovic collection, which includes both on-court (tournament) and fan items. Most of the apparel features his personal logo. The French brand has also invested in several Novak Djokovic tennis courts around the world, with one opening in Belgrade in May 2025.

Asics 

Asics has been Djokovic's footwear sponsor since January 2018. The Japanese sportswear company replaced Adidas, which the Serb had been wearing on-court for a long time. Asics immediately launched Novak's own shoe: the GEL-RESOLUTION NOVAK.

Hublot 

In 2021, Djokovic partnered with Swiss watchmaker Hublot, a year after his previous deal with Seiko (2014-2020) came to an end. The partnership resulted in the launch of the Big Bang Unico in 2024, a limited-edition, lightweight watch incorporating pieces of his 2023 used Head rackets and Lacoste apparel and featuring his personal logo.

Aman and Qatar Airways 

Several of Djokovic's 'off-court' partners highlight his dedication to health and wellness. Like hospitality company Aman. After Djokovic became a global ambassador in 2024, they introduced a Detoxification Programme curated by him at various of their worldwide destinations. While Qatar Airways—who came on board in 2024—highlights the Serb's role as a wellness adviser. Both Aman and Qatar Airways feature as a sleeve sponsor.

Waterdrop and Joe & the Juice 

Other partnerships have gone beyond just an ambassador role, with Djokovic also investing in the companies. This is the case with Waterdrop—a microdrinks company that has invested heavily in tennis in recent years—and Danish coffee shop and juice bar chain Joe & the Juice.

Other partners 

Over the years, Djokovic has had partnerships with many kinds of companies, including banks (ANZ), software companies (Ultimate Software), and car manufacturers (Peugeot). In 2021, Djokovic struck deals with ink cartridge manufacturer Lemero and Raiffeisen Bank International (RBI). The former would donate 10 percent of their sales to Djokovic's foundation, while as a brand ambassador for RBI and its Central and Eastern European subsidiaries, they would support Djokovic's (former) Tennis Academy in Belgrade.

Off-court: Djokovic's businesses and investments

SILA 

Joe & the Juice and Waterdrop are just two of the companies Djokovic has invested in over the years. Djokovic reportedly invested a seven-figure sum in the Austrian microdrinks company. As part of the partnership, Waterdrop launched the SILA collection. SILA is one of Djokovic's latest businesses that offers science-backed performance supplements. The products were over ten years in the making, supported by seven years of dedicated research and over 300 scientific evaluations.

Biotech firm and Le Mans

In 2020, Djokovic reportedly bought an 80 percent stake in Danish biotech firm QuantBioRes. At the height of the COVID-19 pandemic, the company aimed at finding an effective treatment for the virus. It was announced in August 2025 that Djokovic has invested in French football club Le Mans. This was realized as part of Latin American sports investment firm OutField—with former Formula One drivers Felipe Massa and Kevin Magnussen also involved.

Novak Djokovic Foundation 

In 2007, Djokovic and his wife Jelena founded the Novak Djokovic Foundation with the mission to change the world by long-term investments in early childhood development. Until August 2025, the foundation had invested $16 million in projects. By building 73 preschools, supporting 9,470 parents, training 2,237 teachers, and helping over 55,000 children.

Family Sport 

The rest of his family is also closely involved in his business ventures. In 2005, the Djokovic family started Family Sport, a company focusing on catering and organizing sports events, including the Serbian Open—an ATP World Tour 250 clay tournament.

Novak Café & Restaurant 

Family Sport is also involved in the Novak Café & Restaurant in New Belgrade, Serbia. The restaurant is decorated with all kinds of tennis memorabilia and photos of the former world number one, including a life-sized sculpture depicting Djokovic as a terracotta warrior.

Former business ventures 

Like all investors and entrepreneurs, some of Djokovic's business ventures were less successful or have since successfully concluded or progressed into new forms. For example, the vegan and gluten-free restaurant Eqvita, which the tennis star opened in Monte Carlo—where he resides—in 2016 and reportedly closed in 2019. Djokovic also launched a gluten-free food line, Djokolife. With a big launch event in Milan, the products reflected Novak's lifestyle and were sold, among others, by Decathlon. The land and facilities where the Novak Tennis Center was located were returned to the City of Belgrade in 2023, ten years after Novak and his wife started overseeing and managing the place. Furthermore, Djokovic acted as a UNICEF ambassador between 2011 and 2020, first as UNICEF Serbia Ambassador and later as a global Goodwill Ambassador.

More to play for… 

With his off-court ventures, Djokovic gives back and makes a difference, whether it is through investing in children's education or with his dedication to and knowledge of fitness and wellness. It is something he can continue doing for years to come. For now, he still competes with the best of the world for titles on-court, and given his record, he will likely add several more before hanging up his rackets.