Djokovic confirms plans to launch new venture in Australia: “That brand will consist of a lot of wellness products, so I am looking forward to that”
The Serb talks about the changes in his team, his next goals, his brand and his business plans
Novak Djokovic at the 2023 ATP Finals in Turin
Following his win at the Nitto ATP Finals in Turin, Novak Djokovic spoke to Serbian journalists on the changes in his team, his brand, future ambitions and the 2024 season among other things.
The 36-year-old world No 1 spoke about his decision to stop working with long-time agents Edoardo Artaldi and Elena Capellaro during the interaction.
“Yes, it’s a big change, since Edo and Elena are our friends and they’ve been a part of very important moments in our family. For instance, I remember when I was away on a tournament, five-six years ago, Stefan had a medical issue and Edoardo stayed in Monte Carlo, helped Jelena, went with her wherever it was needed to go… These kinds of things I will remember forever, both of them are close to my heart and I hope that I will still have them in my life.”
Still, in their professional relationship both sides have felt it was time to move on, and Djokovic is forming a new time “in a business-marketing sense”, as he puts it. Mark Madden was seen with the Serb at the Ryder Cup, as well as the last few tournaments of the season.
“I need some time to really think it through, to look at things from a broader perspective – where is my current place in tennis, sports in general, the world in general. There are a lot of things we have to take into consideration so that my brand continues to grow.”
Recently, Djokovic was present at the Rugby World Cup final, as well as the football Golden Ball gala, among other things.
“I had a break in tournaments from the US Open to Bercy (Paris Masters), so I had time to dedicate myself more to those things. I attended many events that mean a lot for my brand and my presence in that world. The news I can give you right now is that during my time in Australia, I will promote a new business. It is a new sports hydrating drink – that’s going to be the start, but that brand will consist of a lot of wellness products, so I am looking forward to that.”
My plan is to keep going with this group of people and I hope we all stay together, since we have had amazing results.
Novak Djokovic on his team for the next season
In Turin, Djokovic set a new record, becoming the only player in history with seven ATP Finals titles. Asked what are the milestones that he still wants to achieve, one of the journalists mentioned the Olympic gold, a third title in Monte-Carlo, Jimmy Connors‘ all-time record of titles (109 for Connors while Djokovic is currently at 98, to which Djokovic laughed:
“You asked the question and then gave an answer. Of course, the Olympics are a huge desire of mine – it’s a unique opportunity, I have a bronze from Beijing 2008… A lot of things are different at the Olympics – you can’t bring your whole team, some of the routines you usually have are limited, there are a lot of athletes from other sports, which gives you the energy on one hand, but it drains you on the other… All those things you mentioned – I want it all, why not, and we’ll see where it ends.”
Djokovic also said that he wants to keep his current team intact for the 2024 season –Goran Ivanisevic (coach), Carlos Gomez Herrera (coach and sparring partner), Miljan Amanovic (physiotherapist), Marco Panichi (fitness coach), Claudio Zimaglila (physiotherapist).
“We are talking, negotiating, my plan is to keep going with this group of people and I hope we all stay together, since we have had amazing results. This is an individual sport, a player decides on a lot of things, lots of preparation and recovery, so the role of the team is crucial,” the Serb, who is playing the Davis Cup Finals in Malaga this week, concluded.
