In a stunning revelation that has ignited debate across the tennis and fashion industries, Lacoste CEO Thierry Guibert has finally broken his silence on the brand’s controversial contract with tennis legend Novak Djokovic — a deal that allegedly includes a €50 million penalty clause if Djokovic fails to wear Lacoste apparel at the upcoming Olympic Games.

Speaking publicly for the first time amid growing speculation and media pressure, Guibert’s eight-word statement has sent shockwaves through fans and corporate circles alike:
“Novak knows the deal. We stand firm.”

These words, simple yet firm, confirm what had only been rumors until now — that Lacoste’s deal with Djokovic includes strict enforcement mechanisms, even for global events like the Olympics, where athletes often wear national uniforms or face conflicting sponsor obligations.

A Contractual Bombshell

The deal between Lacoste and Novak Djokovic, signed in 2017 and renewed multiple times, is one of the most high-profile endorsement partnerships in tennis. While most commercial sponsorships allow for some flexibility during international events, sources close to the brand suggest that Djokovic’s Lacoste contract contains unusually strict clauses related to visibility and brand exclusivity — especially during globally televised competitions.

This clause reportedly states that if Djokovic fails to wear Lacoste-branded clothing during any official match at the Olympics, he could be subject to a penalty of up to €50 million. While such a number seems astronomical, insiders claim it reflects the brand’s reliance on Djokovic as its global ambassador and a pillar of its modern identity.

The controversy escalated earlier this week when reports surfaced that Djokovic may consider representing Serbia in a different uniform, due to new national sponsorship alignments. That speculation sparked immediate questions about the Lacoste deal and whether legal tensions were brewing behind the scenes.

Guibert’s Calm, Yet Uncompromising Stance

Guibert’s short statement may appear calm on the surface, but experts suggest it was carefully worded to send a message — not only to Djokovic, but to all Lacoste ambassadors and the broader sports world: Lacoste takes its contracts seriously.

“Those eight words carry weight,” said sports marketing analyst Camille Fournier. “By saying ‘we stand firm,’ the CEO is making it clear that even global icons like Djokovic are not above contractual obligations.”

Despite the firm stance, Lacoste has not yet clarified whether negotiations are underway to resolve the Olympic uniform issue — nor has Djokovic publicly responded to the potential penalty.

Djokovic Fans React: “Let Him Represent His Country Freely”

Djokovic’s fans around the world have quickly taken to social media to defend the 24-time Grand Slam champion. Many argue that national duty at the Olympics should supersede commercial contracts.

“If Novak wants to wear his country’s jersey, let him. No brand should punish him for that,” wrote one fan on Twitter, gaining over 10,000 likes within hours.

Some critics have even suggested that if Lacoste enforces the penalty, it may backfire, damaging the brand’s image among sports fans who value patriotism over profit.

What Happens Next?

With the Paris 2024 Olympic Games only weeks away, time is running out for both sides to reach a resolution. Djokovic has not yet revealed which outfit he will wear, but sources close to the Serbian Tennis Federation indicate that discussions are ongoing with all stakeholders — including Lacoste, the Olympic committee, and national sponsors.

As for Lacoste, Guibert’s bold statement suggests the brand may be unwilling to compromise. Whether this turns into a legal battle or a quiet renegotiation behind closed doors remains to be seen.

But one thing is clear: this isn’t just about clothing. It’s about contracts, national pride, and the cost of loyalty in the modern sports world.