Novak Djokovic who was waiting to reorganize his team after longtime Italian agent’s departure has of late started to bolster his media presence and the revival could be attributed to the change in his business adviser.
Djokovic until recently was managed by the husband wife duo Edoardo Artaldi and Elena Cappellaro before he announced the end of professional relationship earlier in September. The Serbian confirmed the split with his longtime Italian chief-of-staff and revealed that he is “entering a new chapter about the off-court approach.”
The World No. 1 affirmed that he will remain friend with Artaldi but has decided to take a different path in professional journey. The change of guard seemed imminent when Mark Madden who has essentially remained part of Djokovic’s team for over three years started to fill the absence of Artaldi by accompanying the Serb in his high-profile public appearances, stating with Pro-Am tournament and followed by Ryder Cup.
“My caddy Mark Madden is my business advisor,” said Djokovic as he played in the event prior to Europe’s stunning with against a strong USA team.
“He lives in Wentworth, he grew up with Luke Donald and Luke asked me to come and I accepted the invitation.
“When I saw Gareth Bale and Andrei Shevchenko playing, who are great golfers, I wasn’t sure if I should play!”
Djokovic then watched last month’s Ruby World Cup Final in Paris with Madden present in his entourage at the State de France.
Another high-profile appearance came at the Ballon d’Or ceremony in Paris where the 24-time Grand Slam champion was invited to hand Spanish midfielder Aitana Bonmati her first Ballon d’Or Féminin.
With Madden by his side as business adviser, these appearances reflect a shift in Djokovic’s strategy he used to keep a low profile when away from tennis. However, now it appears the new “off-court approach” he highlighted will extend his social outreach as he bids to maintain a positive image in his late career.
In the big three, Roger Federer is the pioneer in the art of building a media empire that is still keeping him busy and paying dividends after a year of retirement.
Djokovic is now eyeing what is inevitably coming soon and it looks has already started to prepare for it. Madden alongside Marco Panichi and Carlos Gomez was in Djokovic’s box throughout his Paris-Bercy campaign with Amazon Prime commentators describing him as World No. 1’s agent.
The legendary Serbian has yet to publicly confirm Madden’s role as his agent or explain the role of business adviser as he attempts to widen his outreach in social sphere. There is no question about Djokovic’s untapped commercial potential as one of the most recognizable sporting stars of this era.
“Djokovic has not made a decision yet; the team of people around him is still being put together,” an unnamed source close to the world No.1’s team revealed to Tennis Majors after he clinched Paris title.
However, with the arrival of Madden coinciding with the recent high-profile appearances of the Serbian, it would be safe to say that the former is making a strong case of shadow agent.
All in all, the last few weeks can be seen as a sign of Djokovic attempting to reshape his public image and build a new commercial persona that is liked by all and hated by none while reorganizing his team for the upcoming year.