Tennis legend Novak Djokovic has stirred both admiration and debate with the announcement of a major philanthropic initiative aimed at rescuing and caring for stray and abandoned dogs. In a joint statement with his wife Jelena Djokovic, the Serbian tennis star revealed plans to invest $20 million into building what he calls a “Rescue Station” — a comprehensive sanctuary for dogs in need.

A Passion Project

The Rescue Station, to be constructed on the outskirts of Belgrade, will serve as a shelter, rehabilitation center, and adoption hub for stray dogs and pets abandoned by their owners. Djokovic, known not only for his achievements on the court but also for his outspoken views and social activism, described the initiative as “a lifelong dream.”

“Our mission is simple,” Djokovic stated in the announcement video posted to social media. “To give voiceless animals the love, care, and dignity they deserve. Too many dogs live in fear, hunger, and sickness on our streets. We can change that.”

The facility will include veterinary services, behavioral rehabilitation programs, adoption counseling, and community education on animal welfare. It will also provide jobs to local veterinarians, animal handlers, and volunteers.

Public Reaction: Mixed Emotions

While many fans and animal rights activists have praised the project as a beautiful and much-needed contribution to society, others have expressed skepticism or disappointment — not because of the project itself, but because of the scale of the investment.

Critics argue that the $20 million could be directed toward more “urgent” causes such as children’s healthcare, poverty alleviation, or education. Some have even suggested that the announcement felt “tone-deaf” given the economic challenges currently facing Serbia and many parts of Europe.

“Djokovic has every right to spend his money how he wants,” wrote one user on X. “But with all due respect, $20 million for dogs when people are going hungry seems a bit excessive.”

Still, many others have come to his defense, applauding his compassion and commitment to a cause that often goes ignored.

Jelena Djokovic addressed the criticism directly during an interview with Serbian media: “Caring for animals is not in conflict with caring for people. In fact, it’s a reflection of the society we want to build — one rooted in empathy, respect, and kindness.”

A Family of Philanthropists

This is not the first time the Djokovics have invested heavily in charitable causes. Through the Novak Djokovic Foundation, the couple has funded dozens of preschools and early education programs across Serbia, benefiting thousands of children. They have also contributed to global disaster relief efforts and environmental sustainability programs.

In this latest venture, the couple said they were inspired by the growing population of stray dogs in Serbia and the inhumane conditions many face in overcrowded government shelters.

“Many of these animals are traumatized, sick, and starving,” Novak said. “They deserve better. We want to create a safe space for them to heal — and hopefully, find a family.”

Looking Forward

The Rescue Station is expected to break ground in late 2025 and open its doors by mid-2026. It will be built on a sprawling 15-acre property, with plans for green spaces, walking trails, and a small public education center to promote responsible pet ownership.

Animal rights organizations, including PETA and Four Paws International, have welcomed the announcement and offered support through resources and partnerships.

Whether one agrees with the priorities of the project or not, Novak Djokovic’s latest move highlights an emerging trend among athletes and celebrities who are using their wealth and platforms to make a tangible impact — even if that means ruffling a few feathers along the way.