Djokovic Marketability Bound To Take Off

Once upon a time in 2014, Novak Djokovic had a lucrative endorsement deal with Peugeot. Three years later, when his contract was set to expire, the French carmaker wanted to renew the deal– and pay Djokovic even more, according to sources.

But he turned it down.

Djokovic was not satisfied with Peugeot’s efforts to better itself environmentally. At the time, the company wasn’t putting enough effort into its alternative energy prototypes, in his view. So he moved on with his other endorsements and bought a Tesla.

In the months that followed, Peugeot stepped up its game. By January 2020, it was unveiling its first-ever fully electric vehicle. To help with the launch, Peugeot re-enlisted its favored pitchman Novak Djokovic. This time, the Serbian superstar could feel good about working with the company, and they collaborated on a nostalgic video promoting the more environmentally-friendly vehicles featuring Djokovic as a young boy.

The story is not only about Djokovic and his power as an endorser (eventually the two would part ways again)– but it’s also a tale about an enduringly stable persona in a world of rapid change.

A former marketing executive at Nike recently doubted Djokovic’s marketability amid his proximity to controversies, including his decision not to take the Covid-19 vaccine.

But that was before Djokovic broke the Grand Slam record, slamming the door shut on any debate that he is the greatest men’s tennis player in history. Winning solves everything, and GOATs are the ultimate in selling. Just ask Michael Jordan, who still tops the list of highest-paid athletes of all time.

“I believe that his marketability can improve and grow markedly. He’s certainly merited it. He’s arguably the best and most accomplished male tennis player ever, and though he’s a ‘senior’ chronologically in professional tennis player years, he’s playing like a youth in the midst of his prime,” said Jeff Durand who works in tennis marketing…