Novak Djokovic net worth stands at an impressive $240 million as of 2025, cementing his position as one of tennis’s wealthiest athletes. The Serbian tennis legend has built this remarkable fortune through record-breaking prize money, lucrative endorsement deals, and strategic business investments.
Record-Breaking Prize Money Achievement
Djokovic has earned more money in prize winnings than any other tennis player in history, accumulating around $187.9 million in career prize money as of mid-2025. His extraordinary success on court includes a record 24 Grand Slam titles, more than any male player, and his achievement of winning his 100th ATP singles title in 2025.
The tennis champion’s dominance across all major tournaments has been the foundation of his wealth. His victories at Wimbledon, the US Open, the Australian Open, and the French Open have consistently added millions to his earnings year after year.
Lucrative Endorsement Portfolio
Beyond prize money, Djokovic’s endorsement deals significantly boost his annual income. According to Forbes, Djokovic earns $25 million in endorsements annually, working with premium global brands that value his marketability and influence.
His current sponsor roster includes Head (since 2001), Lacoste (since 2017), Asics (since 2018), Hublot (since 2021), Waterdrop (since 2023), Aman (since 2024), Qatar Airways (since 2024), and Joe & the Juice (since 2025). The racket manufacturer Head represents his longest-standing partnership, spanning over two decades.
Strategic Business Ventures
Danish coffee chain Joe & The Juice announced a strategic partnership with Djokovic in June 2025, making him both a shareholder and the company’s Health & Wellness Ambassador. This collaboration involves Djokovic in product development and marketing campaigns, demonstrating his expanding business portfolio beyond traditional endorsements.
The partnership with Joe & The Juice reflects Djokovic’s strategic approach to investments, focusing on health and wellness sectors that align with his personal brand and values.
Comparing Tennis Elite Wealth
While Roger Federer, Rafael Nadal, and Novak Djokovic have all built substantial net worths during their extraordinary careers, Federer’s investments, particularly in companies like On, have helped him achieve billionaire status in 2025. This positions the Big Three as not just tennis legends but also as savvy businessmen.
Between June 2019 and June 2020 alone, Djokovic raked in $45 million in commercial earnings, highlighting his status as one of the world’s most marketable athletes.
Investment Philosophy and Future Outlook
Djokovic’s approach to wealth building extends beyond immediate earnings. His diversified income streams include record-breaking tennis prize money and high-paying sponsorships and brand deals, creating multiple revenue channels that provide financial stability.
The tennis star has also demonstrated philanthropic commitment, donating millions to various causes, especially during crises like the COVID-19 pandemic, showing his dedication to giving back to communities worldwide.
- Prize money: $187.9 million (highest in tennis history)
- Annual endorsements: $25 million
- Major sponsors: 8+ premium brands
- Business investments: Strategic partnerships in health/wellness
- Grand Slam titles: 24 (record-breaking)
As Djokovic continues competing at the highest level and expanding his business ventures, his net worth trajectory remains strongly upward. His combination of athletic excellence, strategic partnerships, and business acumen has created a financial empire that extends far beyond the tennis court.
The Serbian champion’s story demonstrates how athletic success, when combined with smart business decisions and brand partnerships, can generate extraordinary wealth that lasts well beyond active competition years.