Novak Djokovic will continue collaborating with French sportswear brand Lacoste until at least 2025 after signing a new deal.
The world No.1 has been in a partnership with Lacoste, who describes him as an ‘exceptional athlete,‘ ever since 2017. Under their agreement, the company supplies Djokovic with the clothing items he wears during matches. He has already been a brand ambassador for Lacoste for four years and has participated in various campaigns.
“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,” Lacoste CEO, Thierry Guibert, said in a press release. “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.”
At present, there are 19 items of Djokovic’s ‘SPORT x’ collection which can be purchased directly from the Lacoste website. The company has a deep root in tennis and was co-founded by former player René Lacoste who won seven major titles during the 1920s and was a member of the prestigious Four Musketeers. A quartet of French players who dominated the game during that era.
Reacting to the new deal, Djokovic paid tribute to Guibert for the support he has received during their collaboration so far.
“I have a real connection with Thierry Guibert. 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 get together to give me their support.” He said.
No details about the financial terms of the agreement have been made public. In 2018 CNBC reported that the deal was worth in the region of $9M per year. According to Forbes magazine, Djokovic was the 46th highest-paid athlete in the world in 2021 with earnings of $34.5M. $30M of that was from off-field earnings such as endorsements.
Djokovic will return to competition next week at the US Open where he will be bidding to claim a record-equalling 20th major title. He is yet to lose a match in a major tournament this year.
