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What do the sponsors actually say about the entry thriller about Novak Djokovic in Australian? Most are taciturn. But behind the scenes there is probably a lot going on.
So far, they have been taciturn about Djokovic’s entry thriller in Australia.
REUTERS
But it’s supposed to be bubbling behind the scenes.
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The entry drama surrounding Novak Djokovic in Australia annoys his sponsors.
Publicly, they react reservedly and taciturnly.
But there are probably negotiations behind the scenes about contract terminations, says an expert.
Lacoste, Peugeot, UKG, Head, Raiffeisen Bank International, Hublot – these are just a few of the companies that Novak Djokovic was able to win as sponsors. How do they react to the immigration thriller in Australia? The «Tages-Anzeiger» writes cautiously. “We are monitoring the current situation very closely,” says Ingrid Ditz, spokeswoman for Raiffeisen Bank International, the second largest bank in Austria.
Peugeot, Lacoste and UKG did not want to comment on the newspaper’s request. And the Swiss watch manufacturer Hublot was taciturn. Djokovic is an independent personality, says media spokeswoman Annabelle Galley, and one cannot comment on his personal decisions. “Hublot will continue working with the world’s best tennis player.”
“Djokovic should go home immediately”
Say nothing and wait – is that the right strategy? Yes, says Christian Lang from the University of St. Gallen: “It’s best for sponsors to wait until the situation calms down.” Behind the scenes, however, there are “undoubtedly” negotiations about contract terminations, says the head of sports management training in the “Tages-Anzeiger”. There were similar cases with Lance Armstrong and Tiger Woods.
“Today, athletes no longer only have to convince in competition.” Anyone who does not act with integrity and credibility becomes unattractive to sponsors. The pile of broken glass is already high, says Lang. “Djokovic would have to apologize immediately and give up the tournament. He should go home immediately.”
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