Djokovic's Multi-Million Dollar Deal Set to Expire!

Novak Djokovic's partnership with Lacoste, which began in 2017, has yielded exceptional results – a remarkable 12 Grand Slam titles won while wearing their gear.

However, despite a contract extension seeming like the logical next step, there are indications that a change could be on the horizon.

A segment of fans has publicly expressed dissatisfaction with the price and availability of the products worn by the world's top-ranked tennis player, believing another brand could offer greater accessibility and a wider selection.

The contract with Lacoste was renewed in 2021, a four-year deal worth approximately ten million euros. This is one of Djokovic's most lucrative endorsement deals. Their partnership began in 2017 with a five-year agreement, earning him 9.4 million euros annually.

However, Djokovic himself hasn't entirely concealed his dissatisfaction. During last year's Wimbledon, he publicly criticized his sponsor for the poor availability of his merchandise.

Djokovic's relationship with sponsors throughout his career has been dynamic. He initially partnered with Adidas (2007-2009), then Sergio Tacchini (2010-2012), followed by the Japanese brand Uniqlo (2012-2016), with whom he won seven Grand Slam titles.

His most successful period coincided with the Lacoste partnership, but the question remains: will this collaboration continue beyond 2024?

As Novak Djokovic gradually prepares for the final stage of his career while remaining at the pinnacle of world tennis, his choice of sponsor will hold not only symbolic but also significant market value.

The decision to stay with Lacoste or switch to a new brand may depend not only on his results but also on which company is prepared to align with his values and requirements, both on and off the court.