'Refused A Lot Of Big Paychecks Because...': Djokovic Reveals Turning Down Big-Brand Endorsements Due To...

Last Updated:November 12, 2025, 18:05 IST

The 38-year-old Serbian icon revealed that he would not go as far as representing something that he personally doesn't believe in.

Novak Djokovic (AP)

Novak Djokovic opened up on turning down multi-million dollar endorsements due to a non-alignments of beliefs with the products during his interview with Piers Morgan.

The 38-year-old Serbian icon revealed that he would not go as far as representing something that he personally doesn’t believe in.

“I refused a lot of big brands and big paychecks because I cannot represent something I don’t believe in," the 24-time Grand Slam winner said.

Djokovic endured the challenges of growing up in a war-torn country, which led him to appreciate life even more because of his experiences and journey.

“I was around the age of 6 or 7. We had two wars in the 90s. The Yugoslavian break-up war and then the bombings in 1999. We had an embargo, nothing comes in or out of the country and the poverty was deep," Djokovic said.

“We were waiting in line hungry for one loaf of bread for the family of 7 or 8 that were sharing it that day. So those experiences were very real and those moments made me appreciate my journey and life more," he continued.

“I normally don’t like to reflect on that with a sense of sadness or whine or complain about it, cause everyone wears a cross on their back that he or she is meant to bear," Djokovic added.

“My unique journey made me who I am, it wasn’t easy but that is probably the foundation of my mental strength and resilience," the Serbian said.

“When you are in doubt of what tomorrow brings not just for yourself, but for your family and your country, all that makes facing a match point not so difficult," the 38-year-old added.

In an interview, Djokovic expressed his displeasure with the way World No. 1 Jannik Sinner’s doping ban was handled.

“Of course he’s responsible. That’s the truth. You are responsible when something like this happens. When you see someone, for something similar or same being banned for years and he’s banned for 3 months, it’s not right," the 38-year-old said.

“The lack of transparency, the inconsistency, the ban coming between the slams was very odd and I didn’t like how it was handled," he added.

Djokovic missed out on a Grand Slam title in the year 2025, while Carlos Alcaraz and Sinner have gone from strength to strength, splitting the four Majors this year amongst themselves. While Djokovic admitted to the challenges he would face while clashing against the youngsters, he added that he always believes in himself when stepping out onto the court.

“I do have doubts that I can win Slams against these 2 guys. But at the same time when I enter the court I don’t care who’s across the net. I always believe I’m better and that I deserve to win," the Serbian said.

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