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Novak Djoković: The anti-hero as a brand face

From the flagship athlete to the potential nightmare of the sponsors: The case of Novak Djoković is not a premiere in top-class sport, but it sets a precedent in the pandemic.

Check, wait, evaluate, observe: The brands that accompany the world’s best tennis player and, this is new, one of the heroes of the vaccine-skeptical anti-vax movement, Novak Djoković, with sponsorship contracts worth millions, recently completed a freestyle of careful word-of-mouth art. Press offices were taciturn or went to the diving station, sent ready-made statements without any binding statement – and thus left open what to expect from them and their workhorse.

“It is our understanding that Novak has arrived in Serbia and we await his next public statement,” wrote a spokeswoman for the watch brand Hublot. “We are monitoring Novak Djoković’s current situation very closely,” says the end of a broadcast by Raiffeisen Bank International, which, ironically, also advertises him in countries in Eastern Europe that are more skeptical about vaccination.

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