After winning the Nitto ATP Finals in Turin, Novak Djokovic chatted with Serbian journalists about changes in his team, brand, future goals, and the upcoming 2024 season.
The 36-year-old world No. 1 discussed his decision to part ways with long-time agents Edoardo Artaldi and Elena Capellaro. Djokovic acknowledged their friendship and shared personal moments, expressing gratitude for their support during family challenges.
Despite the emotional connection, both sides felt it was time for a professional change. Djokovic is reshaping his team in a “business-marketing sense,” with Mark Madden joining him at events like the Ryder Cup and recent tournaments.
Djokovic emphasized the need for reflection on his role in tennis, sports, and the world to ensure continued brand growth. He recently attended events like the Rugby World Cup final and the football Golden Ball gala, taking advantage of a tournament break from the US Open to the Paris Masters.
Looking forward, Djokovic revealed plans to promote a new business during his time in Australia, starting with a sports hydrating drink. This venture marks the beginning of a brand featuring various wellness products, adding new dimensions to Djokovic’s presence beyond the tennis court.
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.