BIG NEWS: Novak Djokovic inks lucrative new sponsorship contract as he prepares for life after tennis.
Novak Djokovic has agreed to a multi-year contract with hospitality company Aman, marking another important business connection.
Djokovic will join another tennis icon and Aman ambassador Maria Sharapova in promoting the company’s collection of luxury resorts across the world, following the announcement that the 24-time Grand Slam champion has joined the organization.
“In a union of mastery, Aman welcomes tennis legend, Novak Djokovic, as its first Global Wellness Advisor,” read the statement revealing Djokovic’s appointment.
“Beginning a multi-year engagement, he brings a wealth of knowledge, both on and off the court, to the Aman guest experience, enriching an ever-changing approach to health, fitness, and wellbeing.
“Djokovic is an athlete whose tenacity and flexibility have allowed him to remain at the peak of the sport for almost a decade, which aligns with Aman’s wellness concept and the notion of longevity that underpins it.
“With 24 Grand Slam titles to his name, Djokovic’s pursuit of excellence distinguishes him as a true icon, with a path that extends far beyond tennis success, inspiring countless professional athletes.”
“The partnership will grow and develop year-on-year, with early plans across the Aman globe including hosted wellness retreats and specially curated programmes available to guests year-round.”
Djokovic also commented on the relationship, saying: “Over the years, I have created a thorough daily wellness regimen, including mental health, nutrition, and training, which has enabled me to achieve sustained success both on the global stage and in my personal life. Sharing those insights with Aman’s visitors will be both a privilege and a joy.”
Djokovic has frequently spoken about his desire to control his mind and body, and that philosophy fits into this agreement with Aman.
Tennis365 attended an ASICS event with Djokovic in London last year, when he expressed his desire to share his experience learning how to get the most out of his body and understanding how the mind works to achieve that goal.
“Mental wellness is an area people are paying more attention to and deservedly so,” according to Djokovic.
“In an individual sport like this, you are on the court alone, and there is no one to aid you when things go wrong. Of course, you have a team behind you in the stands, but you must figure it out for yourself.
“I believe half of the mental work you need to do is done before you even step foot on the court.” If you don’t prepare, it will be much more difficult to ascend the mountain and succeed on the court.
“You need a long-term and short-term plan to find a way to win in the end, and playing for a long period helps you understand that process better.
“You have to be physically, intellectually, and emotionally healthy to have a chance, and I have to recognize that my body is responding differently than it did ten years ago.
“This holistic approach is essential for all aspect of your life. You need the right people around you, to eat well, and if you attempt to suppress your emotions, they will almost surely come out on the court for me.
“You have to cope with your opponent, the crowd, and a variety of other factors, including your own demons.
“It is impossible to always be present. Our minds wander to prior experiences and lead you in other places, therefore you must deal with that. On a tennis court, the intensity is considerably higher. And if someone advises you not to think about anything terrible, you will undoubtedly think about it.
“If you lose focus, everything can go wrong quickly, but you must accept it. If you do this, you will be able to heal fast and fully. Conscious breathing is the most crucial approach to move on from a day.
This agreement appears to be a perfect fit for Djokovic’s lifestyle and love for wellbeing, as he has added Aman to a limited and profitable group of partners that includes Lacoste, ASICS, Sila, and Waterdrop.
