In the hyper-commercialized ecosystem of professional sports, where athletes often become walking billboards for the highest bidder, Novak Djokovic stands apart. Patrick Mouratoglou, the renowned coach who has worked with Serena Williams, recently highlighted on LinkedIn a side of the Serbian champion that is rarely discussed: his refusal to accept sponsorship deals that clash with his personal convictions.
A Different Kind of Discipline
Djokovic has openly admitted that he cannot “represent something I don’t believe in”, a stance that Mouratoglou interprets as proof of the player’s integrity. While critics have long accused Djokovic of being insincere in his efforts to be liked, Mouratoglou argues that the opposite is true. He points to Djokovic’s rejection of lucrative contracts, including offers from industries such as video gaming, as evidence that the 24-time Grand Slam winner values his role as a role model more than financial gain.
Challenging the Narrative
For Mouratoglou, the irony is striking. He notes that detractors have labeled Djokovic “fake” for years, yet the Serbian’s actions reveal a rare authenticity. In a sport where careers are short and financial opportunities fleeting, Djokovic’s decision to leave millions on the table underscores his commitment to principles over profit. Mouratoglou insists this makes him “probably the least fake person in the entire tennis world”.
Authenticity Over Public Relations
Mouratoglou’s reflections challenge the long-standing narrative surrounding Djokovic’s public image. He emphasizes that authenticity is not about carefully managed public relations but about aligning beliefs with business decisions. The coach revealed that he knows “for a fact he turned down huge deals” because Djokovic did not believe in the products, did not align with the companies’ values, or felt that video games were not good for children.
A Rare Conviction
In Mouratoglou’s words: “It’s almost ironic: for years, people said he was the ‘fake’ one. Yet he is probably the least fake person in the entire tennis world. Novak has real convictions and money will never make him do something that goes against what he believes. Most people don’t realize how rare that is. I know for a fact that he has turned down many deals over the years: because he didn’t believe in the product, because he didn’t align with the company’s values, because he didn’t think video games were good for kids, even if the contract was huge for instance…”
— Patrick MouratoglouThis perspective reframes Djokovic not as a player chasing popularity but as an athlete whose choices reflect a deeper commitment to values, setting him apart in a world often dominated by commercial interests.
Novak Djokovic in 2025
Currently ranked no.4, the Serbian played his last match on the 8th of November when he overcame world no.8 Lorenzo Musetti 4-6 6-3 7-5 in the final in Athens to win his 101st career title.
Until now, during this year Novak owns a 39-11 record. Djokovic conquered 2 titles in 2025 in Geneva and Athens. Djokovic got to the final in Miami.
Djokovic has scheduled to play next in Brisbane (Brisbane International). He will start the tournament from the main draw that will commence on the 29th of December.