Djokovic exits Pro Tennis Players Association over transparency concerns, refocuses on tennis

The 24-time Grand Slam champion announced his departure on Jan. 4, marking the end of a chapter that began during the 2020 US Open when he and Vasek Pospisil launched the PTPA as the first independent players’ organization in tennis since 1972.

“After careful consideration, I have decided to step away completely from the Professional Tennis Players Association,” Djokovic wrote on social media. “This decision comes after ongoing concerns regarding transparency, governance and the way my voice and image have been represented.”

Strategic repositioning ahead of Australian Open

The departure comes as Djokovic prepares for the 2026 season, with the Australian Open beginning Jan. 18. The Serbian, who turns 38 this year, will compete at the Adelaide International before heading to Melbourne, where he holds a record 10 titles.

The timing suggests a strategic repositioning for the athlete brand. Djokovic has distanced himself from the PTPA’s increasingly confrontational approach, particularly its March 2025 antitrust lawsuit against the ATP (Association of Tennis Professionals), WTA (Women’s Tennis Association), ITF (International Tennis Federation) and Grand Slam tournaments. At the 2025 Miami Open, Djokovic publicly stated he did not agree with all aspects of the litigation.

“I am proud of the vision that Vasek and I shared when founding the PTPA, giving players a stronger, independent voice – but it has become clear that my values and approach are no longer aligned with the current direction of the organization,” he said.

Brand alignment and endorsement portfolio

The move aligns with Djokovic’s well-documented selectivity regarding brand partnerships. The athlete has consistently emphasized values alignment in his commercial relationships, reportedly turning down lucrative deals – including one from “the most famous drink in the world” – when they conflict with his personal principles.

His current sponsorship portfolio reflects this philosophy, with partnerships including Lacoste (apparel, reportedly €9 million annually), Head (rackets, €9 million annually), Asics (footwear), Hublot (watches), Qatar Airways, luxury hospitality group Aman (as Global Wellness Advisor), Austrian wellness brand Waterdrop (investor and ambassador), and Danish coffee chain Joe & the Juice (shareholder and Health & Wellness Ambassador since June 2025).

Forbes reported Djokovic earned $25 million (€21 million) from endorsements over the 12 months through August 2025. His Lacoste contract, which reportedly expired in 2025, appears to have been quietly extended, with his 2026 Australian Open kit already appearing online.

From advocacy to litigation drove philosophical split

The PTPA’s evolution from advocacy organization to litigator appears central to Djokovic’s departure. The association has pursued legal action challenging tennis’s governance framework, commercial arrangements and player compensation models – a shift from the collaborative reform approach Djokovic favored.

The PTPA responded to Djokovic’s exit by claiming it had been “the target of coordinated campaigns of defamation and witness intimidation” related to its lawsuit, reaffirming its commitment to governance reforms, transparency and player rights. The organization recently reached a settlement with Tennis Australia, removing the Australian Open from its list of defendants.

The SGIE´s take

From a sporting goods industry perspective, Djokovic’s exit represents a calculated brand protection move. By stepping away from an organization pursuing aggressive litigation against tennis’s governing bodies, he preserves relationships with tournament organizers, broadcasters and commercial partners who form the ecosystem supporting player endorsements.

The move also signals how top athletes increasingly view their off-court activities through a brand risk lens. With wellness-focused partnerships forming a growing share of his commercial portfolio – Aman, Waterdrop, SILA (his own supplement line), Joe & the Juice – Djokovic appears to be positioning himself for post-tennis business ventures that require careful reputation management.

What’s next

“I will continue to focus on my tennis, my family and contributing to the sport in ways that reflect my principles and integrity,” Djokovic stated. “I wish the players and those involved the best as they move forward, but for me, this chapter is now closed.”

Source: Reuters