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Sponsorships and business ventures

Djokovic endorses Serbian telecommunications company Telekom Srbija and German nutritional supplement brand FitLine.

On turning professional in 2003, Djokovic began wearing Adidas clothing. At the end of 2009, Djokovic signed a 10-year deal with the Italian clothing company Sergio Tacchini after Adidas refused to extend his clothing contract (choosing instead to sign Andy Murray). Tacchini doesn't make shoes so Djokovic continued with Adidas as his choice of footwear. His sponsorship contract with Tacchini was incentive-heavy, and Djokovic's disproportionate success and dominance in 2011 caused the company to fall behind on bonus payments, leading to the termination of the sponsorship contract.

From 2011, Djokovic began to wear custom Red and Blue Adidas Barricade 6.0's shoes, referring to the colors of the Serbian national flag. By April 2012, the Tacchini deal had fallen first short and then apart. At that point, he was set to join forces with Nike, Inc., but instead, on 23 May 2012, Uniqlo appointed Djokovic as its global brand ambassador. The five-year sponsorship, reportedly worth €8 million per year, began on 27 May 2012 in Paris' French Open tennis tournament. A year later, Djokovic's long-term footwear deal with Adidas was announced ahead of 2013 French Open.

In August 2011, Djokovic became the brand ambassador of Swiss watch manufacturer Audemars Piguet. Less than a month later, Djokovic signed a sponsorship deal with German car company Mercedes-Benz. In March 2012, Djokovic was announced by Bombardier Aerospace as its latest Learjet brand ambassador, thus joining the likes of actor and pilot John Travolta, architect Frank Gehry, maestro Valery Gergiev, and classical pianist Lang Lang. From January 2014 Djokovic has been endorsing French car manufacturer Peugeot. At the same time he entered into an endorsement deal with Japanese watch manufacturer Seiko, having just ended his affiliation with their rivals Audemars Piguet. In early 2015, ahead of the Australian Open, Djokovic teamed up with Australian banking corporation ANZ for a social media campaign to raise money for local communities across the Asia Pacific region. At the same time his partnership with Jacob's Creek, an Australian wine brand owned by Orlando Wines, was announced in regards to the production and distribution of 'Made By' film series, a documentary style content meant to "show a side of Novak not seen before as he recounts never before told life stories from Belgrade, Serbia, celebrating what has made him the champion he is today".

Since 2004, the business end of Djokovic's career has been handled by Israeli managers Amit Naor (former pro tennis player turned sports agent) and Allon Khakshouri, a duo which also had Marat Safin and Dinara Safina as its clients. In June 2008, after the duo entered into a partnership with CAA Sports, the sports division of Hollywood talent firm Creative Artists Agency, meaning that the famous company started representing tennis players for the first time, Djokovic formally signed with CAA Sports. After Djokovic's contract with CAA Sports expired during summer 2012, he decided to switch representation, announcing IMG Worldwide as his new representatives in December 2012.

On 22 May 2017, Djokovic was unveiled as a brand ambassador of Lacoste after a five-year partnership with Uniqlo.

During the 2021 US Open, some people in Djokovic's player box wore hats and shirts bearing the logo of Raiffeisen Bank International, the central back of one of the two largest banking cooperatives in Austria. In April 2021, Djokovic became a brand ambassador for RBI and its subsidiaries in Central and Eastern Europe. The bank will help to support Djokovic's tennis academy in Belgrade. Djokovic did not wear the RBI logo, but he did wear on his shirt the logo of UKG, an American workforce management and human resource management company. People in his box wore the logo on hats as well. UKG lists Djokovic as one of their sponsored athletes.