Novak Djokovic has revealed that he has turned down a huge number of lucrative brand deals throughout his career. The veteran Serb is one of the richest tennis stars on the planet, having assembled a huge fortune over the years. His on-court earnings are higher than any other player in history, including the likes of Rafael Nadal and Roger Federer.

Djokovic has an estimated net worth of over £180million, according to Celebrity Net Worth. The vast majority of that figure comes from his on-court earnings of around £135m. The rest is made up of income from sponsorship deals with the likes of Adidas, Uniqlo, Mercedes and Lacoste.

The seven-time Wimbledon king could have made significantly more, but has turned down numerous brand deals which have not aligned with his personal beliefs.

He told Business Traveller: “I’ve personally refused to involve myself in a lot of different businesses and represent different products in the last two decades.

“Mainly because I cannot represent something that I don’t believe in, that is not in line with me and my values. Wellness and well-being are the biggest passions of mine, next to tennis and sports and education.”

Djokovic’s commitment to standing by what he believes in has led to various ambassadorial roles, including global wellness advisor for Qatar Airways and luxury hotel chain Aman Resorts.

“For me, it was very clear from the beginning that I want to collaborate with brands like Aman, where the quality in every aspect is not compromised,” he explained.

“I’m excited about the retreats we are going to do, where I’ll be able to share my experience, my know-how, with people who are interested to learn more about my training, my recovery, my mental strength training.”

Djokovic recently launched Sila, a brand of hydration supplements which currently include sachets in three different flavours as well as magnesium to support muscle recovery.

“We are working on the essential aspects of performance and longevity, including sleep, focus, gut health and muscle support,” he said.

“I’m sure that you want to perform your best, whether at work or at home, and regardless of whether you are an athlete or not, you still have to hydrate yourself.

“You might get away with one day, two days of malnutrition or issues with hydration, but you won’t go for too long. You eventually have to start thinking about how to improve your life, how to make yourself feel better.”