Novak Djokovic has signed up for another major business partnership after agreeing a multi-year deal with hospitality giant Aman.
Djokovic will join fellow tennis legend and Aman ambassador Maria Sharapova in promoting the company’s collection of luxury resorts around the world after it was confirmed the 24-time Grand Slam legend has joined the group.
“In a union of mastery, Aman welcomes tennis legend, Novak Djokovic, as its first Global Wellness Advisor,” read the statement confirming Djokovic’s big deal.
“Entering a multi-year partnership, he brings a wealth of expertise, both on and off the court, to the Aman guest experience, enhancing an ever-evolving approach to health, fitness and wellbeing.
“Aligning with Aman’s wellness philosophy and the notion of longevity that rests at its heart, Djokovic is an athlete whose resilience and adaptability have allowed him to stay at the pinnacle of the sport for over a decade.
“With 24 Grand Slam titles to his name, Djokovic’s pursuit of excellence sets him apart as a true icon with a trajectory that extends far beyond tennis success; his dedication having inspired countless professional athletes.
“The partnership will grow and develop year-on-year, with early plans across the Aman globe including hosted wellness retreats and specially curated programmes available to guests year-round.”
Djokovic also offered up a comment on the partnership as he said: “Over the years, I have cultivated a comprehensive daily wellness routine, combining mental health, nutrition and fitness, that has enabled me to achieve sustained success both on the global stage and in my personal life. Sharing those learnings with Aman guests will be both a privilege and a pleasure.”
Djokovic has often spoken about his passion for controlling his mind and body and that ethos fits into this deal with Aman.
Tennis365 attended an ASICS event with Djokovic in London last year, where he spoke about his eagerness to share his experience of learning how to get the best out of his body and understanding how the mind works to help that aim.
“Mental wellness is an area people are paying more attention to and deservedly so,” said Djokovic.
“In an individual sport like this, you are on the court yourself and there is no one to help you when things go south. Of course, you have a team supporting you in the stands, but you have to work it out for yourself.
“I believe half of the mental work you need to put in is done before you even set foot on the court. If you fail to prepare, it is going to be a much more difficult mountain to climb and succeed on the court.
“You need to have a long-term and short-term strategy to find a way to win in the end and you understand that process more when you play for a long time.
“You need to be physically, mentally and emotionally stable to have a chance and I have to understand my body is responding differently than it was 10 years ago.
“This holistic approach is vital for all parts of your life. You need the right people around you, to eat well and if you try to suppress emotions, it will almost certainly surface on the court for me.
“You have to deal with your opponent, the crowd and so many other things, so you have to deal with your demons.
“It is not possible to stay in the present all the time. Our mind wanders to past experiences and takes you in different directions, so you have to contend with that. On a tennis court, it’s even more intense. And if someone tells you not to think about something negative, you will inevitably think about it.
Credit: Kevin Palmer (tennis365.com)