Novak Djokovic suffers massive setback in $42 million drama

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·Sports Reporter
·3-min read
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Sponsor Peugeot has cut ties with Novak Djokovic (pictured) following the Dubai International. (Getty Images)
Sponsor Peugeot has cut ties with Novak Djokovic (pictured) following the Dubai International. (Getty Images)

One of Novak Djokovic's major sponsors has cut ties with the unvaccinated World No.2 following the Australian Open debacle.

Djokovic, who recently lost his stranglehold of the World No.1 ranking to Daniil Medvedev, has only competed one tournament this year due to his unvaccinated status.

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The 20-time grand slam champ spent nearly two weeks detained in Australia - after having his visa revoked - before losing his battle and was eventually deported.

Djokovic then explained his decision in a tell-all interview with the BBC that he wouldn't get vaccinated to play grand slams.

Since then, Djokovic was able to compete in the Dubai International wit speculation surrounding the actions of Djokovic's major sponsors considering the saga made a huge impact on his image.

Car company Peugeot said they would remain his sponsor for the tournament and expected to see the brand in his top.

However, since Djokovic was eliminated from the tournament, Peugeot have revealed they won't continue their partnership.

Reporter Sasa Ozmo first reported Peugeot dropping ties with Djokovic.

Carlos Tavera, CEO of Peugeot's parent company Stellantis, later confirmed the move.

There is no confirmation on whether the move was due to Djokovic's unvaccinated status and the drama surrounding his Australian Open drama.

According to Forbes, Djokovic earned $30 million (AU$42 million) last year from sponsorship tie-ups.

Earlier this year, it appeared as though Hublot will be sticking by Djokovic's side after a telling statement.

Hublot CEO Ricardo Guadalupe said the brand, owned by French luxury conglomerate LVMH, was waiting to hear from Djokovic about his experience.

Novak Djokovic (pictured) serving in Miami.
Novak Djokovic (pictured) with car company Peugeot's sponsorship in the background. (Photo by Mark Brown/Getty Images)

"We are waiting to see what his position is with regard to all that he went through," he told Reuters.

"The principle of vaccines is that it's something private. We value personal freedom.

"Everyone can decide. One can be in favour or against. That's our position."

Novak Djokovic splits with long-term coach

In a separate blow to the 20-time grand slam champ, Djokovic's long-time coach has left his role.

Marian Vadja has stepped back from his role as coach after 16 year working with the tennis great.

Vadja, 57, reportedly wanted to spend more time with his family.

The move was mutual between both parties and had nothing to do with the recent drama surrounding Djokovic.

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