Novak Djokovic Australian Open 2022

Peugeot U-turn and decide to end long-term sponsorship with Novak Djokovic

Peugeot have ended their long-term partnership with Novak Djokovic, however his Covid-19 vaccination status was reportedly not the main reason for the split.

Carlos Tavares, Chief Executive Officer of Stellantis, the parent company which owns Peugeot, has confirmed that the French car manufacturer will end their sponsorship with 20-time Grand Slam champion Djokovic.

This comes after Peugeot confirmed they would be keeping their logo on the Serbian icon’s shirts at last month’s Dubai Tennis Championships.

However, their reversal is reportedly not said to be related to Djokovic’s intention to remain unvaccinated, but is instead fuelled by the impact the Covid-19 pandemic has had on their finances.

Peugeot have sponsored Novak Djokovic since 2014, for the past eight years.

Ever since being deported from the Australian Open after having medical exemption visa cancelled twice, a marketing expert warned that the World number two could potentially stand to lose up to $30 million (£22.5 million).

Analyst Marcel Knobil claimed this could come as a result of Djokovic maintaining or developing an “anti-vaccination poster boy” image or failing to distance himself from the anti-vaccination movement.

Similarly, another one of Djokovic’s sponsors, Lacoste, also announced that they will “review the events that accompanied his presence in Australia” before making a final decision.

Although, there has not been an update to the outcome of the review as of yet.

Djokovic’s next appearance remains a mystery as although he has been named on the Indian Wells Masters entry list, United States Covid-19 regulations currently mean Djokovic cannot enter unvaccinated.

In a forthright interview with the BBC, Djokovic went as far as to say that he is “willing to sacrifice Grand Slams” should vaccinations be made mandatory for competition.

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Tim Farthing, Tennishead Editorial Director & Owner, has been a huge tennis fan his whole life. He's a tennis journalist and entrepreneur as well as playing tennis to a national standard. He also helps manage his local club and volunteers for his local tennis organisation. He's a specialist in content about the administration of professional tennis and tennis coaching for all levels.