•   
  •   

Sport Djokovic domino-effect sparks $30m 'problem'

01:42  15 january  2022
01:42  15 january  2022 Source:   wwos.nine.com.au

Novak Djokovic's last-ditch attempt to stay in Australia to begin

  Novak Djokovic's last-ditch attempt to stay in Australia to begin Lawyers for the world No.1 will argue the federal government had no grounds to cancel his visa for a second time.Lawyers for the world No.1 will argue the federal government had no grounds to cancel his visa for a second time in the Federal Court at 9.30am.

A lot of people are angry at Novak Djokovic. And his sponsors may just wait it out.

The world’s top-ranked men’s tennis player is the top seed and defending champion at the Australian Open. But it’s unclear if he can compete Monday after Australian officials again revoked his visa because he lacks a COVID-19 vaccine, leaving his attorneys to appeal his possible deportation.

The Serbian, known for his gluten-free diet and use of hyperbaric chambers, isn’t giving up the fight to seek his 21st Grand Slam. It's his chance to overtake Roger Federer and Rafael Nadal as the men’s recordholder — and every brand loves a winner.

Novac Djokovic prepares to defend Australian Open legacy in Melbourne courtroom

  Novac Djokovic prepares to defend Australian Open legacy in Melbourne courtroom The eyes of the world will not descend not on Rod Laver Arena's Centre Court today but instead on the Federal Circuit and Family Court as Novak Djokovic fights to play in the Australian Open. The Serb, who has won the Australian Open a record nine times, was a strong favourite to add another title to his resume before having his visa cancelled upon arrival in Melbourne.Djokovic's campaign to solidify himself as the greatest to ever play the game has now been sidetracked by hotel detention, an impending court battle and the possibility he may never get the chance to win his 10th Australian Open.

READ MORE: Tsitsipas says Djokovic makes vaccinated stars 'look like fools'

READ MORE: Langer urged to walk away after Ashes series

So far, there's no sign Djokovic's sponsors, including French automaker Peugeot, clothing brand Lacoste and Swiss watch maker Hublot, plan to drop him.

He has $30 million worth of endorsement deals, according to Forbes, making him among the highest-paid athletes in the world. Still, he has never had the broad appeal of Federer, who makes triple the amount from endorsements despite losing his No. 1 crown years ago and being sidelined with injuries.

Federer’s squeaky clean image, underscored by his calm demeanor on court, has won him near universal adoration by fans and officials. Djokovic, meanwhile, has his brash moments like smashing his racquet and confronting referees, which some brands may be gambling is a hit with fans.

Novak Djokovic's Covid decision before coming to Australia is revealed

  Novak Djokovic's Covid decision before coming to Australia is revealed Tennis star Novak Djokovic reportedly purchased a majority stake in a biotech company looking to develop a treatment against Covid-19 in the lead up to the Australian Open.International news organisation Reuters reports the world number one holds an 80 per cent stake in QuantBioRes, who are currently developing a peptide which prevents the virus from infecting human cells.

There is a line though, and one thing sponsors have to determine is whether an athlete acted illegally or immorally if they want to try to use a bad behavior exit clause in a contract, said Tim Crow, a U.K. sports marketing consultant.

In Djokovic’s case, “that’s pretty nuanced,” Crow said.

If he's allowed to play, and wins, there will be even less pressure for sponsors to act.

“He will be labelled as the most successful male player of all time, and I think that provides a reason for sponsors to be more willing to take that risk and remain with the athlete,” said Ceyda Mumcu, professor of sports management at the University of New Haven.

Assessing the public relations aspect is complex. Fan opinion around Djokovic is polarised. He's a national hero in his native Serbia. Australians have mostly turned against him, but the rest of the world is more divided, Crow said. If he had major health care companies as backers, they might have different reactions than a consumer-products company like a watch or auto brand. And COVID-19 vaccines are themselves divisive.

Djokovic met minister and junior tennis players maskless day after infection

  Djokovic met minister and junior tennis players maskless day after infection The tennis champion may have picked up the virus at a basketball match where he met with a player who later tested positive to COVID-19.Court documents revealed on Saturday that the World No. 1, who remains in detention in Melbourne, claims to have learnt of his infection on December 16.

What happened to Aaron Rodgers, the NFL player who got COVID-19 in November after misleading the NFL about his vaccination status, illustrates how different companies make assessments based on their brand values. He was dropped by a local health care company. But a major backer, insurer State Farm, ramped his ad spots back up after briefly cutting back, according to an analysis by Apex Marketing Group.

Some of Djokovic’s sponsors tried to distance themselves from the situation and others, including Peugeot and Lacoste, declined requests for comment. But there was no sign any planned to cut ties.

“Novak Djokovic is his own person,” Swiss watch brand Hublot said. “We cannot comment on any of his personal decisions. Hublot will continue its partnership with the world number 1 tennis player. “

Austria’s Raffeissen Bank said its decision to sign Djokovic to a multi-year partnership was made long before the recent Australian Open headlines.

“As Novak Djokovic’s sponsor, we are closely observing the current situation,” the bank said.

Sports fans rationalise athletes’ behavior if they are admirers — up to a point. It’s riskier if a transgression is tied to the actual performance of the sport, as in a doping scandal, or if it’s such an egregious criminal act that people all agree it's wrong, said Americus Reed, professor of marketing at the Wharton School at the University of Pennsylvania.

Djokovic match has me glued to my seat

  Djokovic match has me glued to my seat The longer this farce drags on, the more closely it resembles a grand slam. If this back and forth was a tennis match, all parties would be competing for the same prize: the glory of saying, "I was right".It's unclear who's in the lead at this point. It's roughly a deuce, with Immigration Minister Alex Hawke cancelled Novak Djokovic's visa on Friday. It's tough to guesstimate the winner but let's look back at how the game has unfolded so far. Here's a play-by-play.

Being against COVID-19 vaccines, or lying on paperwork, in our polarised world, may not rise to the level of nixing an athlete’s contract for bad behavior. Millions of people worldwide refuse to get vaccinated, despite assurances by public health authorities that they are safe and effective.

Defending mens champion Serbia's Novak Djokovic practices on Margaret Court Arena ahead of the Australian Open tennis championship in Melbourne, Australia, Thursday, Jan. 13, 2022. © AP Photo/Mark Baker Defending mens champion Serbia's Novak Djokovic practices on Margaret Court Arena ahead of the Australian Open tennis championship in Melbourne, Australia, Thursday, Jan. 13, 2022.

Still, “if you lose enough fans, then you’ll lose sponsors,” said Nicole Melton, professor of sports management at University of Massachusetts Amherst.

Sponsors have pulled deals in the past because of performance drugs and criminal acts.

Nike, bike maker Trek and Budweiser brewer Anheuser-Busch dropped cyclist Lance Armstrong in 2012 as part of fallout from his doping scandal. After tennis star Maria Sharapova failed a drug test in 2016, sponsors including Porsche, Nike and Swiss watch brand Tag Heuer abandoned her.

Two of South African Olympic sprinter Oscar Pistorius' major sponsors, Nike and eyewear maker Oakley, distanced themselves after he was charged in 2013 with the shooting death of his girlfriend.

For Djokovic, there may not be any sponsor deals dissolving now, said Mumcu, the professor. But it may become an issue later.

“In the long term, if he becomes the public face of the anti-vaccination movement, I think that’s problematic,” she said.

Even so, she notes that athletic performance remains the ultimate draw.

For a daily dose of the best of the breaking news and exclusive content from Wide World of Sports, subscribe to our newsletter by clicking here!

Astonishing twist looming in Djokovic visa war .
There is an extraordinary twist looming in the Novak Djokovic visa fight ahead of the Australian Open, according to a 4BC host.Breen is among several journalists reporting that Djokovic will have his visa cancelled by Immigration Minister Alex Hawke today.

usr: 0
This is interesting!