Cover Novak Djokovic’s interests off court follow a similarly deliberate rhythm, moving through food, hydration, recovery tech and sport ownership (Photo: James Fearn/Getty Images)
Novak Djokovic’s interests off court follow a similarly deliberate rhythm, moving through food, hydration, recovery tech and sport ownership (Photo: James Fearn/Getty Images)
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From clean snack startups to European football, Novak Djokovic’s investments sketch out a portrait of an athlete whose focus on performance extends into the way he allocates capital
Novak Djokovic has long been associated with discipline on court, but the financial side of his career follows a similarly measured pattern. His investment activity does not read like a scattergun approach to celebrity deals. Instead, it tends to cluster around areas that reflect his personal focus on performance, recovery and long-term physical maintenance. That includes sectors such as nutrition, wearable health technology, biotechnology and hydration science, alongside more traditional holdings like property and selective sports-related ventures. His portfolio is not especially broad by celebrity standards, but it is consistent in its direction. The common thread is a preference for businesses and assets tied to performance, utility and long-term value rather than hype cycles or purely speculative growth stories.
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Wellness and food
Novak Djokovic co-founded and backed Cob, a clean-eating snack startup that raised seed funding with his involvement. The brand focuses on ancient grain sorghum, a gluten-free grain that has been used in food products as a wheat alternative, and it leans into a simple snack position rather than a wellness-heavy lifestyle pitch. That makes it easier to place within Djokovic’s wider interest in nutrition without overselling the brand itself.
He has also invested in Waterdrop, the Austrian hydration company best known for compact flavour tablets and drink concentrates designed to make water more appealing without relying on bottled drinks. Waterdrop has built its identity around convenience and lower-waste hydration, which gives it a different angle from Cob even though both fit into Djokovic’s broader interest in functional, everyday products.
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Recovery and biotech
Djokovic has also taken positions in health-focused companies. He acquired an 80% stake in QuantBioRes, a Danish biotech firm, in 2020. QuantBioRes has been described as a biotech company working on non-vaccine COVID-19 treatment research, which places it firmly in the life sciences space rather than consumer wellness.
He later acquired a significant stake in Incrediwear and became a global brand ambassador for the company, which makes bioactive recovery wear built around infrared and semiconductor-infused fabric. Incrediwear’s products are marketed for recovery and support rather than performance fashion, so the fit with Djokovic is fairly direct.
Sports ownership
His portfolio is not limited to wellness brands. In 2025, Novak Djokovic became part of the investor group behind Le Mans FC, the French football club. Reporting at the time said he joined a wider group that included former Formula 1 drivers Felipe Massa and Kevin Magnussen. The deal was described as a minority stake, so it is better read as an ownership position than as a move into day-to-day control. Le Mans had recently been promoted to Ligue 2, which gave the investment a more visible sports-business profile and put Djokovic alongside other high-profile backers in a club with growth potential. It also shows he is willing to move beyond consumer products and into sports assets themselves.
Property holdings
Real estate appears to be another significant part of Novak Djokovic’s wealth outside tennis, although the exact value of his holdings is not fully public. Reporting has linked him to homes and apartments in New York, Monte Carlo, Marbella and Belgrade. Those properties are best understood as a mix of residence, training base and long-term asset holding.
There is a clear through line in Djokovic’s holdings: investments reinforce what he presents publicly—a focus on holistic health, recovery and longevity. Rather than an eclectic celebrity portfolio, Djokovic prefers categories where he can apply personal expertise or test products himself. That preference reduces exposure to purely speculative sectors and increases the likelihood that his capital choices are informed by lived experience as one of the world’s leading athletes.
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Chonx Tibajia is a senior editor at Tatler Asia’s T-Labs team, where she writes widely on lifestyle subjects including beauty, style, entertainment and travel. She has a long career in journalism, including roles as a columnist at The Philippine Star, and is the founder of the creative platform Pineappleversed. Beyond Tatler, her bylines appear in regional lifestyle and business publications, showcasing a broad portfolio that spans beauty trends, travel guides and culture pieces.
