Serbian tennis legend Novak Djokovic has extended his partnership deal with a French fashion brand and sportswear producer Lacoste until 2025.
Presently the men’s world number one, first associated with Lacoste back in 2017 after concluding his relationship with the Japanese supplier Uniqlo.
The latest deal guarantees that Djokovic will continue to market Lacoste clothing on the court across all tournaments, including the four Grand Slams.
“Novak is not only an exceptional athlete but also one of those great champions who has a wonderful spirit both on and off the court,” said Lacoste chief executive Thierry Guibert. “Our meeting in 2017 was a real coup de coeur. His audacity, tenacity, and kindness impressed me and I am proud that we can continue our common adventure together and accompany him in his new challenges.”
Apart from being one of the most marketable players in the sporting world, Djokovic is widely considered to be one of the greatest tennis players of all time, having won a joint record 20 Grand Slams.
According to Forbes, the 34-year-old is the 46th highest-paid athlete in the world, which means approximately Djokovic earns US$30 million from endorsements with the likes of Asics, Peugeot, and Head, in addition to Lacoste.
“I have a real connection with Thierry Guibert,” Djokovic added. “We talk regularly, and I’ve felt his support at each key moment of my career. He even connects with my fan club on social media. It’s quite incredible to see all these different people around the world getting together to give me their support.”