In a recent episode of the *Nothing Major* podcast, former American tennis players Sam Querrey, John Isner, Steve Johnson, and Jack Sock discussed a fascinating chapter in the career of Serbian tennis legend Novak Djokovic, widely regarded as one of the greatest players in men’s tennis history. With a record-breaking 24 Grand Slam singles titles under his belt, Djokovic has dominated the sport like few others. However, the episode shed light on a humorous and rather unexpected story involving Djokovic’s former sponsor, the Italian clothing brand Sergio Tacchini.
The incident dates back to the early 2010s when Djokovic was under a 10-year sponsorship contract with Sergio Tacchini. The deal was structured in a way that initially offered Djokovic a modest base salary but promised lucrative bonuses for each tournament victory, with an emphasis on Grand Slam triumphs. At the time, the brand likely viewed this arrangement as a mutually beneficial bet, banking on Djokovic’s potential but perhaps not foreseeing just how dominant he would become.
As Djokovic began to win with astonishing regularity, things took a financial turn for his sponsor. From 2011 onwards, Djokovic was nearly unstoppable. He clinched one major tournament after another, racking up Grand Slam and Masters 1000 titles at an unprecedented rate. What initially seemed like a straightforward endorsement agreement soon became a costly arrangement for the relatively small brand.
The *Nothing Major* podcast episode revisited this saga in a lighthearted manner. Querrey, who played on the ATP Tour during Djokovic’s peak years, kicked off the conversation with a wry recollection. “Remember that back in the day when Novak was with Sergio Tacchini? He was with them for four or five years, and the rumor was that he was basically putting them out of business because he kept winning every Major,” Querrey mused, prompting laughter among his fellow panelists.
Jack Sock, known for his quick wit, chimed in with a succinct and memorable response. “He made them bankrupt, didn’t he?” Sock quipped, drawing more chuckles from the group.
Querrey elaborated further, recalling how Djokovic’s string of victories began to strain the resources of the smaller brand. “Yeah, and every Masters series, he’s just triggering bonus after bonus after bonus. And they’re not Nike,” he said, referring to the industry giants who typically have deeper pockets to support such agreements. “They were just like, ‘Oops, Novak’s too much.’ They couldn’t continue, and they either dropped him or went under.”
While Querrey’s comment about the brand’s financial woes was lighthearted, it underscored the reality of Sergio Tacchini’s struggles during this period. In contrast to mega-brands like Nike and Adidas, smaller companies often face challenges in sustaining high-profile sponsorship deals when athletes achieve overwhelming success.
John Isner, another prominent American player, weighed in on Djokovic’s remarkable form during this era. “It was his legendary 2012 year, remember? He started like 42-0. I mean, it was absurd. He was undefeated through Rome and he was wearing Tacchini,” Isner said, emphasizing how unstoppable Djokovic was during that period. “They’re like, ‘Lose,’” he added, injecting humor into the recollection.
Querrey wrapped up the exchange with another amusing remark: “We’ve got €5,000 left in the Sergio Tacchini bank account. We can’t give you any more.” The line captured the group’s playful take on a unique business dynamic between one of tennis’s all-time greats and a brand that found itself overwhelmed by his excellence.
The saga with Sergio Tacchini ended around 2012 when the brand parted ways with Djokovic, reportedly unable to keep up with the financial demands of his victories. Following this chapter, Djokovic moved on to other sponsorship deals, including partnerships with more prominent brands that could more easily support his success-driven bonuses. Yet, the story remains a testament to his dominance on the court and a fascinating footnote in the world of sports marketing.
Djokovic’s incredible career, marked by unparalleled consistency and sheer brilliance, has often overshadowed moments like this one, where his greatness caused unintended consequences in the commercial realm. While the story may be humorous in retrospect, it highlights the broader impact elite athletes can have, even on the business side of the sport. For Djokovic, it was just another example of his record-breaking form leaving an indelible mark, both on and off the court. Meanwhile, for tennis fans and enthusiasts, stories like these offer a reminder of just how transcendent and transformative his achievements have been throughout his legendary journey.