Renowned French tennis coach Patrick Mouratoglou offered high praise for Novak Djokovic after the Serbian star revealed he had walked away from lucrative sponsorship opportunities that did not align with his values.
Mouratoglou shared his reaction in a new social media video, commending Djokovic for putting integrity above financial gain and calling him one of the few elite athletes who refuse to compromise their principles for a paycheck.
Novak Djokovic Opens Up About Turning Down Major Endorsement Deals
Djokovic’s comments came during his interview with Piers Morgan, where he opened up about declining multimillion-dollar endorsements because the products or brands did not align with his values. The 38-year-old said that although money provides security, he has repeatedly chosen authenticity over bigger earnings.
“Money is very important and it does bring security, no doubt about it. But I did refuse a lot of the big brands and big paychecks in my career because I cannot represent something that I don’t believe in,” he said.
Mouratoglou reacted to Djokovic’s stance in an Instagram video, where he expanded on why he has long admired the world champion’s approach to money and authenticity. “That’s one of the reasons why I like Novak so much and I’ve always said it. He’s a true person. Money will never make him do something that he doesn’t believe in,” Mouratoglou said.
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He added that while many assume wealthy athletes do not worry about additional income, the reality is often the opposite. “Most of the guys who make the same amounts of money, they don’t turn down deals for personal beliefs. And second, don’t believe that people who have a lot of money don’t want a lot more money. He’s one of the only guys for who money is not a value, which is difficult to say for a lot of other people,” he said.
MORE: Patrick Mouratoglou Breaks Down Novak Djokovic’s Journey Amid Player Injuries and Burnout
Mouratoglou highlighted the unique pressure athletes face to secure their financial future within a short career span. “When you’re in tennis for 20 years, you earn nothing. And suddenly, because of all these 20 years of work, you can make money. When you’re going to be 35, career is over. You have to find another way to make money, which is not easy.”
“So it makes sense for them to make as much money as they can during that short window that they have of maybe 10 to 15 years in which they can make the money,” he said.
Djokovic’s net worth in 2025 is estimated at around $240-250 million, built through his success on the court and a strong endorsement portfolio. He holds the record for the highest career prize money in tennis history, earning over $191 million across his career.
Off the court, Djokovic makes around $25 million annually through endorsements. Over the years, he has worked with major global brands, including Lacoste, Head, Asics, Hublot, Waterdrop, Aman Resorts, and Raiffeisen Bank International, as well as past partnerships with Uniqlo and Seiko. These deals highlight his powerful presence across sports, luxury, wellness, and lifestyle markets.
