Novak Djokovic Extends Lacoste Partnership Until 2025
World number one Novak Djokovic has extended his partnership with Lacoste until 2025, continuing a collaboration that first began in 2017 after his previous contract with Uniqlo ended. This new deal ensures that Djokovic will remain the face of Lacoste apparel both on and off the tennis court, including at all major tournaments, such as the four Grand Slam events.
Lacoste’s CEO, Thierry Guibert, expressed his excitement about the ongoing collaboration, emphasizing Djokovic’s exceptional character in addition to his athletic talent. “Novak is not only an extraordinary athlete but also a great champion with an admirable spirit both on and off the court,” Guibert said. “Our partnership, which began in 2017, was a moment of genuine connection. I was immediately struck by his boldness, persistence, and kindness. I am delighted that we can continue our shared journey and support him as he takes on new challenges.”
Since joining forces with Lacoste, Djokovic has achieved remarkable success, cementing his legacy as one of the greatest tennis players of all time. He is currently tied for the most Grand Slam victories in history, with 20 major titles to his name. This week, Djokovic was also ranked ninth on SportsPro’s 2021 list of the world’s 50 most marketable athletes, a testament to his global influence and popularity.
In addition to his success on the court, Djokovic has become one of the highest-paid athletes in the world. According to Forbes, he ranks 46th among the top-earning athletes globally, with an estimated $30 million annually from sponsorships and endorsements. His endorsement portfolio includes prestigious brands such as Lacoste, Peugeot, Head, and Asics.
Djokovic has spoken highly of his relationship with Guibert, which extends beyond a typical business partnership. “I have a genuine connection with Thierry,” Djokovic said. “We communicate frequently, and he’s been incredibly supportive during key moments of my career. He’s even engaged with my fan club on social media. It’s truly amazing to see how people from all around the world have come together to support me.”
As Djokovic continues to break records and challenge for more Grand Slam titles, the extension of his partnership with Lacoste symbolizes not only his enduring success on the tennis court but also his influence and appeal in the broader world of sports and fashion. With their relationship set to continue through 2025, both Djokovic and Lacoste are poised to achieve even greater heights together.
