Novak Djokovic is famed for being an extraordinary athlete and undoubtedly one of the greatest tennis players of all time.
In 2023, he excelled in almost every tournament he played. Djokovic won seven titles including three Grand Slams. He tied WTA legend Margaret Court for the most singles major titles with 24. Additionally, Djokovic reigned at the top of the men's rankings for a record-extending 8th time.
But it looks like there is another side to Djokovic we are going to be introduced to next season - the businessman. Djokovic is all set to launch what he called a "new sports hydrating drink" during his time competing in Australia early next year.
The Serbian superstar will kick off his 2024 season in earnest at the United Cup where Serbia will participate in the mixed-gender team competition for the first time. The event will officially commence on December 29, 2023, and will run till January 7, 2024.
Djokovic has not given the exact date of when the product will be marketed, but there will be a week's gap between the United Cup and the Australian Open and there is growing speculation it could happen in between at that time.
As reported by Tennis Majors, Djokovic is currently in the midst of building his own business brand that extends beyond the tennis landscape. And he's got the foundation in place, working with Mark Madden, who is reportedly his new business advisor after parting ways with longtime agent Edoardo Artaldi.
"I had a break in tournaments from the US Open to Bercy (Paris Masters), so I had time to dedicate myself more to those things. I attended many events that mean a lot for my brand and my presence in that world."
"The news I can give you right now is that during my time in Australia, I will promote a new business. It is a new sports hydrating drink – that’s going to be the start, but that brand will consist of a lot of wellness products, so I am looking forward to that."
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