Novak Djokovic's arrangement with the bank is slated for three years with the option to extend. It is an example of the kind of sports sponsorship that a number of banks have agreed in recent years.

Vienna-based Raiffeisen has made Serbian tennis ace Novak Djokovic a brand ambassador for RBI and its subsidiaries in central and Eastern Europe, continuing a pattern of such tie-ups between sports stars and banks. 

In addition to the brand ambassador role, Djokovic, who has been holding the number one position in tennis for a record 316 weeks, will get backing from the bank for the Tennis Academy in Belgrade that bears the tennis player’s name.

Switzerland’s Roger Federer is a brand ambassador for Credit Suisse, and sponsored by organisations such as Mercedes Benz and Rolex, while Rafa Nadal is sponsored by Kia Motors, Santander and Nike, among others. In other sports, UBS is global sponsor for Formula One motor racing, for example.

Raiffeisen has agreed a three-year term with Djokovic, with the freedom to prolong the agreement. 

Apart from the general support of the academy, Raiffeisen will support young players to participate in important youth tournaments. In addition to appearing in commercials and the social media activities of Raiffeisen, Djokovic will take part in selected events of the bank. The first commercial was recently filmed in Monte Carlo, the residence of Novak Djokovic, and will be launched in central and Eastern Europe in a few days.

Djokovic has won 82 ATP-tournaments, among them 18 Grand Slam tournaments. He won all four Grand Slam tournaments and most recently – for the ninth time – the Australian Open in February.