Vincent Chaudel: "This Djokovic case can weaken the tennis economy"

LE FIGARO.

- The image of Novak Djokovic is seriously tarnished by this affair.

We imagine that his sponsors must hardly appreciate, are we wrong?

Vincent Chaudel.

- No, that's for sure. In fact, there are several dimensions in this affair which concern the organization of tennis, between the ATP, the Grand Slams, in this case the Australian Open, and then there are the sponsors, those of Djokovic , Australian tournament and tennis. What the Serb did harmed his image, but also that of the Australian Open and tennis. You remember the Festina affair which was a “bad buzz”, it benefited the brand by allowing it to make itself known. In the case of Djokovic, he and his sponsors are known. So the overexposure that this case generates is not useful. It will be at least without impact and at worst a "bad buzz". Lacoste, for example, by signing with Djokovic, wanted to strengthen its premium tennis brand image. Building on the high standard of play and…

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