"Why should I disclose that?" - Novak Djokovic bluntly refuses to reveal his exact net worth, says he turned down multi-million deal for moral reasons

Novak Djokovic refused to reveal the exact amount of his net worth and also shared an anecdote about when he turned down a multi-million-dollar contract with an energy drink brand because it didn't align with his values or the image he represents.

Novak Djokovic, the player with the most laurels and records under his belt, has been going strong at 38, making deep runs at Grand Slams and other tour-level events. Although, besides making strides on the court, he has advocated for holistic health, plant-based diets, and mental well-being, the Serb has been particular about collaborating with brands mindfully and not revealing certain details to the media, such as his net worth.

In a recent interview with popular journalist and television host Piers Morgan, Djokovic refused to reveal his net worth when asked by the latter. He explained that he doesn’t like disclosing personal information to the media or discussing his investments.

"We live in a very materialistic society nowadays. And I'm not like that. I'd never don't like and I, my team, and my agent, I don't want to give all the information to Forbes for example what you know how much I'm worth or what the investments are or what you know. It's none of their business, like why should I disclose that for what reason?" (starting 47:56)

The 24-time Grand Slam champion further shared that he has always been mindful of the brand he wants to build around himself, which led him to turn down a multi-million-dollar deal with a popular energy drink company.

"if I win a tennis match or win a tournament, I get rewarded. I get sponsorship deals, etc. But also, it's a lot about the mentality. It's a lot about the brand that you want to create around yourself. I have, and I don't like to talk about this too much, but I did refuse a lot of the big brands and big paychecks in my career because I cannot represent something that I don't believe in."

When Morgan asked him to name one such brand, the Olympic gold medalist replied:

"I cannot name brands. I'm sorry. But, you know, it's actually one of the, it's probably the most famous drink in the world."

Although Morgan speculated that it might be Coke or Pepsi, Djokovic refrained from naming the brand.

Novak Djokovic withdrew from the ATP Finals after being initially named on the roster

Djokovic at the 2025 Shanghai Rolex Masters - Day 13 - Source: Getty

Novak Djokovic has a record ATP Finals titles in his repertoire. He wished to add another in the 2025 season, after becoming the oldest to win the title in 2023. Despite entering the draws, the Serb withdrew from the year-end Championships due to a shoulder injury.

He came fresh off winning his 101st career title at the Hellenic Championships, defeating Lorenzo Musetti in two sets.