Djokovic entangles sponsors in Australian Open vax uproar

A lot of people are angry at Novak Djokovic. And his sponsors may just wait it out.

The world’s top-ranked men’s tennis player is the top seed and defending champion at the Australian Open. But it’s unclear if he can compete Monday after Australian officials again revoked his visa because he lacks a COVID-19 vaccine, leaving his attorneys to appeal his possible deportation.

The Serbian, known for his gluten-free diet and use of hyperbaric chambers, isn’t giving up the fight to seek his 21st Grand Slam. It's his chance to overtake Roger Federer and Rafael Nadal as the men’s recordholder — and every brand loves a winner.

So far, there's no sign Djokovic's sponsors, including French automaker Peugeot, clothing brand Lacoste and Swiss watch maker Hublot, plan to drop him.

He has $30 million worth of endorsement deals, according to Forbes, making him among the highest-paid athletes in the world. Still, he has never had the broad appeal of Federer, who makes triple the amount from endorsements despite losing his No. 1 crown years ago and being sidelined with injuries.

Federer’s squeaky clean image, underscored by his calm demeanor on court, has won him near universal adoration by fans and officials. Djokovic, meanwhile, has his brash moments like smashing his racquet and confronting referees, which some brands may be gambling is a hit with fans.

There is a line though, and one thing sponsors have to determine is whether an athlete acted illegally or immorally if they want to try to use a bad behavior exit clause in a contract, said Tim Crow, a U.K. sports marketing consultant.

In Djokovic’s case, “that’s pretty nuanced,” Crow said.

If he's allowed to play, and wins, there will be even less pressure for sponsors to act.

“He will be labeled as the most successful male player...