Who are Novak Djokovic, Rafael Nadal and Roger Federer’s major sponsors?

Novak Djokovic, Rafael Nadal and Roger Federer are the dream names when it comes to endorsement for companies, not just on court, but off court as well.

Federer and Nadal may have retired, but both are still raking in money as they still have long-term sponsorship deals with many of the companies that backed them while they were still professional tennis players.

Djokovic, meanwhile, continues to earn big figures both on court with career prize money earnings and off court with endorsement and investment deals.

Let’s get that career prize money out of the way.

Djokovic tops the list and the big question is whether or not he will get to the magical $200,000,000 before he retires as he currently sits on $186,249,969.

Nadal retired in 2024 with $134,946,100 earned in prize money while Federer accumulated $130,594,339 before he called it a day in 2022.

But how does the Big Three’s major backers compare over the years, not in terms of money earned, but by the brands who have opted to investment in them?

Tennis Rackets

Novak Djokovic – HEAD – Wilson – HEAD

Head was Djokovic’s racket sponsor during his junior years and he also began his professional career with their rackets, but the Serbian won his maiden Grand Slam, the 2008 Australian Open, with a Wilson blade.

However, it was a brief relationship as he switched back to HEAD not long after and has now won 23 majors with the American-Austrian manufacturing company.

Rafael Nadal – Babolat

The 22-time Grand Slam winner has used Babolat since the age of nine and, despite retiring in 2022, he is still uses the French company’s rackets, even when he plays padel.

So Nadal won 92 career titles – including his 22 majors and 14 Roland Garros trophies – with Babolat rackets.

Roger Federer – Wilson

Federer had a Wilson racket in his kit bag throughout his professional career as he also started with them as a junior.

Like Nadal, even in retirement the company has stuck with the Swiss Maestro as he often appears at their sponsorship events.

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Tennis Shoes/Apparel

Novak Djokovic – Adidas – Sergio Tacchini – Uniqlo – Lacoste/Asics

A young Djokovic donned Adidas shoes and clothing early in his career, but the German giant decided to push for Andy Murray as their brand ambassador and that resulted in the Serbian signing with Sergio Tacchini.

It was a masterstroke from the Italy-based company as Djokovic went on to dominate tennis, but with it also came big payments as his deals were mostly based on performance. His success meant they had to fork out a lot.

It ultimately led to the sponsorship deal ending as Sergio Tacchini could not keep up with the payments and Djokovic briefly switched back to Adidas.

In 2012 he joined up with Uniqlo in a deal worth a reported €8 million per year while the following year he signed with Adidas to provide him with footwear.

But five years later he joined forces with Lacastoe and the French company remains his mains his apparel manufacturer while in 2018 he switched to Asics for footwear.

Rafael Nadal – Nike

Who can forget a teenage Nadal winning the 2005 French Open Open in his pirate, capri Nike pants and sleeveless shirt? Nearly two full decades later he is still with the American athletic footwear and apparel manufacturer.

These days Nadal has his own range with Nike and they also don the Nike Nadal signature bull logo.

Roger Federer – Nike – Uniqlo

He first signed with Nike in 1998 and five years later he won his maiden Grand Slam at Wimbledon.

Eventually he launched his own line and the monogrammed RF line was massive as the Swiss and Nike (as well as Wilson) cashed in on his worldwide appeal.

But in 2018 Federer stunned the sporting and business world when he switched to Uniqlo in $300m deal for 10 years although he continued to wear Nike shoes for a few more years. There was some dispute over the RF logo with Nike, but that was eventually resolved, while he switched to On shoes in 2021.

Federer remains a Uniqlo ambassador and Swiss manufactures On has gone from strength to strength since the tennis great became a shareholder.

Watch sponsors

Novak Djokovic – Audemars Piguet – Seiko – Hublot

After rising to the top in 2011, Djokovic signed up with Swiss watch manufacturer Audemars Piguet but in 2014 he switched to Seiko while in 2021 he joined forces with Hublot. In case you were wondering, there is a Big Bang Unico Novak Djokovic 42mm watch on sale for about $52,700.

Rafael Nadal – Richard Mille

The Spaniard started his partnership with Richard Mille in 2008 and since 2010 they have developed 11 models including the 2024 RM 27-05 Flying Tourbillon that is worth $1,150,000.

Roger Federer – Rolex

Federer kicked off his collaboration with Rolex in 2001 and following a successful first few years, they tied him down on a long-term 10-year deal worth about $15m (in total) in 2006.

With success flowing, Federer signed an $8m per year contract with no end date in 2016.

Car sponsors

Novak Djokovic – Mercedes-Benz – Peugot

Djokovic signed his first big deal with a car manufacturer in 2011 when he teamed up with Mercedes-Benz, but three years later he became a brand ambassador for French company Peugeot. However, in 2022 the company announced that they had parted ways.

There has been no official word an official car sponsor since the Peugeot deal ended.

Rafael Nadal – Kia

Korea manufacturer Kia Motors is another company that started working with Nadal early in his career as they teamed up in 2004.

Roger Federer – Mercedes-Benz

The Swiss great has been part of the Mercedes-Benz stable since 2008 and in 2010 they extended their relationship to a “multi platform global marketing partnership”.

Others

Novak Djokovic

Qatar Airways, Waterdrop, SILA and hospitality giant Aman are also part of his portfolio as per his official website.

He also teamed up with the Vienna-based bank Raiffeisen Bank International AG and printing company Lemero in 2021 and has deals with Telekom Srbija and FitLine.

Rafael Nadal

According to his website, his sponsors outside of the ones mentioned above are Cantabria Labs, Heineken N.V., Infosys, LVMH, Santander, Subway and Telefónica

Roger Federer

As per RogerFederer.com, he also works with UBS, Jura, Barilla, and Moët & Chandon, Lindt and NetJets.