The Novak Djokovic brand: scratched

The immigration thriller about the Serbian tennis star stirs the spirits. It is still unclear whether he can compete in the Australian Open. How much is the current situation actually damaging the “Djokovic brand”?

29.4 million followers in social media, 30 million euros annual salary, total assets of at least 150 million (source: Forbes) – not even Hollywood superstar Johnny Depp (125 million) has that much money. Novak Djokovic is one of the top earning athletes in sports history, a global brand.

But the current scandal surrounding the entry of the probably unvaccinated 34-year-old to Australia is scratching the image of the world number one in tennis. The case will certainly not cost him his existence, but his behavior is likely to have an impact on his profession and future earnings. Just for comparison: Djokovic earns just 4 of his 30 million euros annual salary with tennis, 26 million on the other hand through sponsorship contracts.

“Causa Djokovic confirms that top sporting performance is no longer enough”

Salary. Assets. Loss? How much does the Australian Open scandal harm the world star? t-online has dealt with this question.

“The Djokovic case confirms once again that top sporting performance as a communication value for sponsors is no longer sufficient if the credibility of an athlete as a value and advertising medium in central social issues is damaged,” explains Robert Zitzmann to t-online. The 37-year-old is the managing director of Jung von Matt / Sports, which is one of the largest sports marketers in Germany.

Robert Zitzmann: He is one of the three managing directors of Jung von Matt / Sports. (Source: Jung von Matt / Sports / imago images)

Professor Sebastian Uhrich works at the Institute for Sport Economics and Sport Management at the German Sport University Cologne, and says to t-online: “We have many cases in which an athlete was negative in the press through doping, for example. This can be the case with such serious scandals or misconduct come that advertising partners withdraw. “

“Observe the current situation closely”

A particularly prominent example shows how quickly lucrative sponsorship contracts can end: Lance Armstrong is considered the greatest cycling star of all time, but after he publicly admitted in 2000 that he had been advised by a doping specialist since 1995, the sponsors gradually dropped out. Nike, Trek and many more. The “Forbes Magazine” calculated that this alone caused the American to lose nearly 50 million dollars (the equivalent of 44 million euros).

And in the Djokovic case, too, many well-known companies come into question in this regard: The Serb is, among other things, the face of the sports brand Asics, advertises the luxury watches from Hublot, and he also works with the fashion company Lacoste, car manufacturer Peugeot and Raiffeisen Bank International.

But will it stay that way?

t-online contacted Raiffeisen Bank International. The second largest bank in Austria says: “We have agreed on a long-term partnership with Novak Djokovic due to his high reputation in Central and Eastern Europe, which he enjoys due to his outstanding sporting success and his social commitment. This decision by RBI was made for a long time before the current reporting on Novak Djokovic and his Covid-19 vaccination status, or his participation in the Australian Open. Of course, we are closely monitoring the current situation. “

“More than just a tennis player”

This is not an announced termination of the contract. But does that sound like a satisfied advertising partner?

Zitzmann believes that Djokovic’s “Serbian advertising partner will continue to appear in doubles with Djokovic, as his status as a freedom fighter and folk hero was further manifested through his visa competition. It looks different for long-term and international partners such as Lacoste or Peugeot. They should. They should.” With the legal conclusion of the incidents, urgently check whether they want to invest in an association with Djokovic as the self-proclaimed tennis Jesus in the medium term. ” And there are some other Djokovic partners who have long since started pondering.

The tennis brand Head even advertises with the slogan “Novak Djokovic – more than just a tennis player”. Which is definitely true, but due to the developments of the past few days, it will be difficult to understand positively. Does that still fit together?

“In relation to what it represents as a whole, it is a banality”

“The current example of the #Together against Corona campaign by several hundred German companies shows that in the context of the pandemic, the majority of brands are advocating the position of the social and political majority: the protection of individuals and everyone through vaccination,” explains Zitzmann. “This is another reason why Djokovic’s market value for potential sponsors has fallen drastically, as he is no longer a role model due to his publicly known vaccine skepticism and his dubious handling of generally applicable pandemic rules. Neither as an athlete nor as a sponsoring partner.”

Professor Uhrich is a little less critical than Zitzmann. “If the scandal doesn’t turn into a scandal, then I don’t think an advertising partner will withdraw. Compared to what it represents as a whole, it’s a banality.” A banality? Many people should see it differently now.

“One of the worst matches in the pandemic”

After all: Djokovic sponsor Hublot, the luxury watch manufacturer from Switzerland, obviously wants to remain loyal to the tennis star in the future. When asked by t-online: “Novak Djokovic is his own person. We cannot comment on any of his personal decisions. Hublot will continue its partnership with the best tennis player in the world.”

And quite clearly: a man who is wealthier than Johnny Depp will also cope if, in the worst case, some sponsors withdraw. But its image remains scratched. Zitzmann describes it as follows: “In the end, the story of Djokovic and the Australian Open 2022 is perhaps one of the worst matches in the pandemic.”