Qatar Airways has announced tennis legend Novak Djokovic as its global brand ambassador and wellness advisor. The multi-year collaboration positions Qatar Airways as his official airline partner of the 24-time Grand Slam winner and 2024 Olympic Gold Medallist.

The partnership was unveiled at the Altitude Wellness Centre at Al Maha Qatar Airways Crew Accommodation Building, a statement said on Thursday. Qatar Airways Group CEO engineer Badr Mohammed al-Meer, said: “We are thrilled to welcome Novak Djokovic to the Qatar Airways family. Novak’s extraordinary career, defined by record-breaking achievements and an unrelenting drive to succeed, mirrors our own commitment to excellence. Our global network will support Novak as he competes at the highest level in tournaments around the world and continues to set new standards in the sport of tennis.”

Djokovic, said: “It is my great pleasure and honour to partner with Qatar Airways, a company I admire for many years not just for its impeccable service to its customers and employees, but also because it recognises the importance of well-being and longevity which is a passion of mine.”

Through this partnership, Qatar Airways will leverage its global network and premium branding opportunities to connect with Djokovic and his extensive fan base. Exclusive collaborations will explore unique activations at premier tennis tournaments, including hospitality experiences for passengers and partners at Grand Slam events.

Qatar Airways will work with Djokovic to further elevate the Qatar ExxonMobil Open, the prestigious tournament held since 1993. Now an ATP 500 event, the Qatar ExxonMobil Open is set to solidify its position on the global stage.

Qatar will become a hub for Novak Djokovic’s patented ‘Regenesis’ Pod technology, an innovative solution in recovery and wellness. Designed to enhance physical recovery and optimise performance, the Regenesis Pod provides advanced recovery methods for athletes and individuals alike. By bringing this technology to the region, Qatar Airways and Djokovic aim to redefine wellness and athletic recovery, enabling the airline’s staff to benefit from the latest sports science and innovation, the statement added.