Novak Djokovic reveals why he once rejected a multimillion-dollar sponsorship deal
NewsWednesday, 12 November 2025 at 16:55
Novak Djokovic is undoubtedly one of the wealthiest athletes worldwide, but the tennis legend refuses to provide his net worth or details of his investment dealings.
Djokovic has secured more in prize money than any other tennis player, with his current total standing at over $191 million. That alone would be enough to provide a secure future for a lifetime.
However, athletes usually make even more money through off-court endorsements and investments. Roger Federer, who is No. 3 on the all-time prize money list with slightly over $130 million, became a billionaire earlier this year.
Outlets have previously estimated Djokovic's net worth, but no exact figure has ever been provided. Piers Morgan asked about the Serbian's net worth during an interview on his show, Piers Morgan Uncensored.
Although Djokovic knows his approximate net worth, the 24-time Grand Slam champion explained why he does not provide the number or give an investment breakdown for outlets like Forbes to use.
"I don't like to talk about this, Piers. I'm north of one million. My team, my agent, we don't like to give all the information to Forbes, for example, about how much I'm worth or what the investments are, because why should I? It's none of their business. Some things are disclosed, like prize money or contracts, but the other things? No."
Despite being wealthy, Djokovic said that he rejected many of the world's biggest brands because he refuses to endorse anything he does not believe in. That, according to Morgan, was either Coca-Cola or Pepsi, but the 38-year-old would not reveal which.
"I did refuse a lot of the big brands and a lot of the big paychecks during my career, because I cannot represent something I do not believe in, and I feel I've always tried to play a long game."
"I cannot name brands, sorry, but it was probably the most famous drink in the world. It was a long time ago now, but it was a pretty good [deal]."
Novak Djokovic finished his 2025 season with a flourish
At the 2025 Athens Open, Novak Djokovic won his 101st career title after a thrilling final triumph against Lorenzo Musetti. Djokovic relocated to Athens a few months ago amid reported tensions with the Serbian government.
Djokovic qualified for the 2025 ATP Finals, but decided not to play after his lengthy battle with Musetti. In his statement announcing his withdrawal, the tennis legend also said he had an injury issue.
That allowed Musetti to replace Djokovic in Turin. Djokovic also did not play at the 2024 ATP Finals, and it is uncertain whether he will ever return to the year-end championships. He has won a record seven ATP Finals titles.
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