Novak Djokovic

50 Most Marketable 2016 - Novak Djokovic
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Novak Djokovic

CRITERIA

Athletes from across the world have been ranked according to their marketing potential over a three-year period from this summer.

  • Value for money
  • Age
  • Home market
  • Charisma
  • Willingness to be marketed
  • Crossover appeal

Serbian, 29, Tennis

Still tennis’ undisputed world number one

Representatives: WME|IMG

Key partners: Uniqlo, Head, Peugeot, Seiko

2015 ranking: 14

 

Novak Djokovic, the ‘Djoker’ in the pack, is the undisputed leader of the current tennis vanguard. At 29, he has won 11 Grand Slam titles to date, which places him joint fifth on the all-time list. He has spent an astonishing 200 weeks at number one – a period that he seems sure to extend for lack of an authentic rival on the ATP Tour.

Djokovic, despite his current indomitability, is beginning to enter the autumn years of his career – the evergreen Roger Federer proving to be the exception to the rule that says tennis players cannot be competitive into their 30s – and sponsors may be hesitant to place him on long multi-year contracts.

Nevertheless, Djokovic’s five-year apparel sponsorship with Uniqlo, signed in 2012, expires next year and he will definitely attract interest. The Serb passed Federer as the all-time prize money winner in men’s tennis last year and is now closing on US$100 million in on-court earnings, yet that coveted French Open crown still eludes him, at least for now. Despite his obvious talents and bold character, however, he remains peculiarly untapped from a sponsorship point of view. GD


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