Novak Djokovic Gets Into a Tricky Situation When Asked About Net Worth and Sponsorship Deals

Novak Djokovic has refused to reveal the exact amount of his net worth despite being one of the players with the highest prize money earned in the history of professional tennis. This season alone, Djokovic earned more than $5 million in prize money, having reached four Grand Slam semi-finals and won two titles.

According to Forbes, Djokovic is worth more than $200 million. He’s the undisputed king when it comes to career prize money earnings in tennis and tops the all-time list with a mind-blowing $191,252,375. The Serbian legend holds a clear gap over Rafael Nadal, who is second with $134,946,100, and Roger Federer with $130,594,339.

Besides prize money, Djokovic also racks up millions in lucrative sponsorship and endorsement deals off the court. He’s currently sponsored by the likes of Asics, Head, Hublot, Lacoste, and Qatar Airways. Outside of that, he has investments with companies like Waterdrop and UTR Sports.

He also collaborates with brands that advocate for holistic health, plant-based diet, and mental well-being. This year, he claimed his 101st career tour-level title after beating Lorenzo Musetti in the final of the Hellenic Championship. A few months before that, he claimed his 100th after beating Hubert Hurkacz in Geneva.

Djokovic sat for an interview on Piers Morgan Uncensored, where he was asked about his current net worth. The 38-year-old then revealed that no one outside of his inner circle really knows his net worth. He added that he doesn’t disclose that kind of information for reasons best known to him:

We live in a very materialistic society nowadays. And I’m not like that. I’d never don’t like and I, my team, and my agent, I don’t want to give all the information to Forbes for example what you know how much I’m worth or what the investments are or what you know. It’s none of their business, like why should I disclose that for what reason.

Djokovic was in the roster to play at the ATP Finals in Turin, but unsurprisingly withdrew from the tournament after winning the Hellenic Championship in Athens. The former World No. 1’s withdrawal gave a chance to Lorenzo Musetti, who claimed his first win at the tournament against Alex de Minaur on Tuesday (November 11).

Novak Djokovic admits he has rejected several big paychecks from sponsors due to his integrity

Novak Djokovic gets more money from sponsorship and endorsement deals than from his yearly prize money. According to Forbes, Djokovic made roughly $25 million from off-court deals in 2025, and they estimate that he’s worth between $240 million and $250 million. However, the figure might be wrong as they claimed in 2023 that he was worth $501 million.

Nonetheless, despite the lucrative sponsorship deals from companies, Djokovic revealed during the aforementioned interview with Piers Morgan that he’s always mindful of the brands he wants to build around himself. He added that sometimes he refuses deals from big brands with big paychecks:

If I win a tennis match or win a tournament, I get rewarded. I get sponsorship deals, etc. But also, it’s a lot about the mentality. It’s a lot about the brand that you want to create around yourself. I have, and I don’t like to talk about this too much, but I did refuse a lot of the big brands and big paychecks in my career because I cannot represent something that I don’t believe in.

Djokovic’s 2025 season has come to an end after winning the Hellenic Championship last week. He will go on vacation before planning for the 2026 season, where he’s expected to feature at the Australian Open in Melbourne. The World No.5 will also hope to win his 25th Grand Slam at the tournament.

Also Read: Carlos Alcaraz Clarifies His Rivalry With Jannik Sinner: “Sometimes We Forget About That”

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