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How does world’s highest-paid tennis player Novak Djokovic – with earnings of more than US$50 million this year – spend his money?

Novak Djokovic of Serbia is the highest-paid men’s tennis player, with career earning of more than US$134 million. Photo: AFP
Serbian Novak Djokovic is the current king of tennis.

Ranked No 1 in the world – a spot he has seldom relinquished over the past four years – Djokovic has won four of the last eight grand slams, including the Wimbledon Championships in July.

 

However the 32-year-old missed out on back-to-back grand slams at the 2019 US Open, after retiring injured against Switzerland’s Stan Wawrinka in their last-16 tie.

Djokovic, who turned professional in 2003, has won 16 grand-slam tournaments and is the highest-paid tennis player ever with more than US$134 million in career winnings to date.
He may make even more off the court, with endorsements from clothing, watch, and software brands – although nowhere near as much as rival Roger Federer, who is the richest tennis player by total earnings, despite having won slightly less than Djokovic in prize money.

With that money, he enjoys a luxurious lifestyle, with homes in Monte Carlo, New York and Miami, although he and his wife, Jelena, are also charitable. The couple, who were high-school friends, married in 2014 and have a son and daughter.

Check out some of the ways Djokovic makes – and spends – his money.

Novak Djokovic, of Serbia, has earned more than US$9 million from his performances on the court in 2019 alone. Photo: USA TODAY

In 2019, leading up to the US Open, Djokovic had made US$9.1 million on the court – the most of any men’s tennis player.

However, he makes most of his money off the court from endorsements.

Forbes magazine estimated that as of July 2019, Djokovic had made US$50 million this year, which means he has earned more than US$40 million in endorsements.

 

His sponsors include Japanese watchmaker Seiko, French sportswear maker Lacoste, Japanese sports shoemaker Asics, and the American Ultimate Software Group.

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In 2013, he wrote a nutrition and lifestyle book called Serving to Win: The 14-Day Gluten-Free Plan for Physical and Mental Excellence about the diet that changed his career.

Novak Djokovic’s 2013 book, Serve to Win: The 14-day Gluten-Free Plan for Physical and Mental Excellence. Photo: Amazon

Djokovic takes his diet very seriously. He released his own nutritional food line called Djokolife, including vegetable drinks, fruit and cereal bars, seed biscuits and crunchy toasts and bars.

 

He owns a chain of restaurants called Novak Cafe & Restaurant at locations in Belgrade, New Belgrade, and Kopaonik in his native Serbia.

 

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In 2016 he also opened a vegan and gluten-free restaurant in Monte Carlo called Eqvita, but it has reportedly closed.

In 2013, it was reported that Djokovic was buying the world's supply of donkey cheese, which costs US$500 per pound (0.45kg), for his restaurants. The report turned out to be false – a farmer was offering Djokovic and his restaurant exclusive access to the cheese. Djokovic said he was considering the offer in 2014. But it does not appear that he took up the offer.

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Djokovic has dabbled in the entertainment industry, too. He was an executive producer on the documentary film Game Changers, which focuses on athletes’ diets.

 

He was also in a documentary series titled Transcendence about physical, mental and emotional health.

Novak Djokovic appeared in the documentary series, Transcendence, about physical, mental and emotional health. Photo: FMTV

Despite his wealth Djokovic does not live a lavish lifestyle, but he has used some of his money to buy property. He owns a two-bedroom flat in Monte Carlo, one of the most expensive real estate markets in the world.

Novak Djokovic pictured in Monte Carlo, where he owns a luxury two-bedroom flat. Photo: ATP World Tour/YouTube

He has since expanded his real estate profile. In 2017, he bought a pair of condominiums in SoHo, New York, for a reported US$10 million.

This year Djokovic bought a luxurious, three-bedroom condominium in Miami. Prices in the building range from US$2 million to US$13 million, with other three-bedroom condominiums listed at more than US$9 million.

Djokovic’s boat? Photo: YouTube

Djokovic also bought a luxurious Manhattan 60 yacht for US$2.5 million in 2009. But it appears that he has sold it since then.

He certainly likes to travel in style – showing up to the 2015 Boodles Tennis Challenge – a five-day tennis exhibition at Stoke Park, Buckinghamshire, UK – in a helicopter.

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He is also known to travel on private jets – and share the experience on social media.

 

He used to be sponsored by the French carmaker Peugeot and has been seen driving an all-electric luxury Tesla Model X. He also reportedly likes Audi and Mercedes-Benz cars, too.

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However, he has saved money on using cars when he can. He reportedly cycled from his home when competing at the nearby Monte-Carlo Masters.

He is also known to regularly attend major tennis galas and has admitted to being a fan of blazers and “elegant jackets”.

 

Djokovic and his family own a company called Family Sport – established in 2005 – which, according to the company website, focuses on event-planning.

 

In 2009, Family Sport bought the Dutch Open and turned it into the Serbia Open. It lasted four years, until 2012, when it was bought back by the ATP.

Djokovic uses a US$75,000 pressure chamber called the CVAC Pod, which is supposed to increase muscle tone, decrease lactic acid and stimulate stem cell production.

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Djokovic and his wife, Jelena, help run the Novak Djokovic Foundation, which aims to improve early-childhood education.

 

Novak and Jelena also matched a US$100,000 donation to the foundation for the “Season of Giving” campaign in 2018.

In 2014 Djokovic donated the US$750,000 he won from the Italian Open to relief efforts following a flood in Serbia.

 

Novak and Jelena both appear to travel a good deal, with recent holidays spent in Croatia, in Southeast Europe, and the Dominican Republic, in the Caribbean.

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This article originally appeared on Business Insider.

Serbian world No 1 has earned more than US$134 million in prize money, owns luxury properties, restaurants and flies in private jets – but still cycles to matches when he can