Novak Djokovic news: Serb will no longer be sponsored by Peugeot

Tennis star Novak Djokovic will no longer be sponsored by Peugeot.

The news was confirmed by Carlos Tavares, CEO of Peugeot’s parent company Stellantis. However, Tavares did not confirm whether the decision is due to Djokovic’s stance on the COVID-19 vaccine.

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Djokovic has caused controversy throught the world due to his anti-vaccination stances. He famously missed the Australian Open earlier this year due to the revocation of his visa.

“We will not continue with the sponsorship of Djokovic,” Tavares said to El Espanyol.

It appears that Peugeot may have initially hoped to continue their partnership with Djokovic before performing a U-turn on their stance towards him.

An anonymous source with links to Peugeot told Reuters that they hoped that the brands partnership with Djokovic would continue as recently as during his participation in the recent Dubai Duty Free Tennis Championships.

“We anticipate the Peugeot brand will be represented at the tournament in Dubai on Mr. Djokovic’s shirt” the source said. 

Amidst the criticism that he has faced, Djokovic has said that he is willing to miss Wimbledon and the French Open if it means that he has does have to take the vaccination.

“Yes, that is the price that I’m willing to pay because the principles of decision making on my body are more important than any title or anything else,” he said to BBC recently.

In another blow to Djokovic, the veteran has recently split with long-time coach Marian Vajda. Vajda spent 16-years working with Djokovic and was an important part of his success over the years. The split between Vajda and Djokovic also comes amidst the 20-times Grand Slam winners future being uncertain.