Sergio Tacchini has “parted ways" with top-ranked men's tennis player Novak Djokovic, claiming he has "‘outgrown’ the brand,” according to Danielle Rossingh of BLOOMBERG NEWS. Sergio Tacchini in a statement said, “It has been mutually and amicably decided that, as of the 2012 Roland Garros Grand Slam, Novak Djokovic will no longer be the brand ambassador.” The brand added because Djokovic has “outgrown the Italian brand" it is "offering Djokovic the opportunity to take on new challenges and new sponsors.” Djokovic signed a 10-year deal with Sergio Tacchini in Nov. ’09, when he was ranked third. He previously has been sponsored by adidas. Sergio Tacchini previously sponsored John McEnroe, Pete Sampras, Gabriela Sabatini and Martina Hingis (BLOOMBERG NEWS, 5/22). CNBC's Darren Rovell notes multiple Serbian publications are reporting Djokovic tomorrow "will sign with Japanese clothing brand Uniqlo, who already has Japanese tennis player Kei Nishikori on its roster (CNBC.com, 5/22).
TWITTER REAX: Djokovic' move stirred up quite a reaction on Twitter with CNBC's Darren Rovell writing, "I've never seen a sports brand botch a relationship with an athlete more than Sergio Tacchini & Djokovic. Left millions in sales on table. ... Had 8 years left on deal!" SI's Tennis blog Beyond the Baseline wrote, "Djokovic and Sergio Tacchini split ways. That's just such a hugely mishandled deal by both parties squandering a significant opportunity." Tennis Connected wrote, "Sergio Tacchini got back into the game with a bang with Djokovic. Now they are gone again perhaps for good." But Fleishman-Hillard Senior VP Adam Tanielian wrote of the switch to Uniqlo, "Young appeal & hip brand. Smart move."
