MAROUSI, Greece — In a stunning move that underscores a significant shift in his personal and professional life, tennis legend Novak Djokovic has uprooted his family and relocated to the sun-drenched shores of Greece, a decision reportedly intertwined with a monumental new business venture.
The 24-time Grand Slam champion, alongside his wife Jelena and their two children, has settled into a new life in the affluent Athens suburb of Marousi. This relocation comes as Djokovic is allegedly "closing in on a £17.5 million (approximately $22 million) deal" to become the new global ambassador for the Greek luxury resort and water park chain, Aquatica.
A New Chapter in the Hellenic Republic
Sources close to the Djokovic family indicate that the decision to move was multifaceted, blending business acumen with a desire for a more tranquil lifestyle. The Djokovics have reportedly purchased a sprawling, state-of-the-art villa with panoramic views of the Saronic Gulf, offering the privacy and serenity that has become increasingly elusive for the superstar in his previous bases.
An insider revealed, "Novak and Jelena have been charmed by Greece for years. They've spent many summers vacationing on the islands. The combination of the climate, the culture, and this incredible business opportunity made the decision feel like a natural next step for their family. The children are already enrolled in a local international school."
The Multi-Million Pound Aquatica Ambassadorship
The centerpiece of this life change is the impending partnership with Aquatica. The reported £17.5 million deal is set to be one of the most lucrative endorsement contracts in the world of sports outside of active athleticwear and equipment sponsorships. The role would see Djokovic become the face of the brand globally.
A source from the negotiations stated, "The talks are at an advanced stage. It's more than just slapping his name on a brochure. Novak is deeply involved in the conceptualization. He's passionate about family wellness and creating experiences, and he sees a powerful synergy with Aquatica's vision for expansion."
The deal is expected to encompass a wide range of activities, which reportedly influenced the decision to establish a permanent residence in the country. Key components of the ambassadorship are said to include:
- Fronting a major international advertising campaign launching in 2025.
- Consulting on the design and development of new "wellness-focused" zones within existing and future Aquatica parks.
- Making regular public appearances at flagship locations in Greece and abroad.
Strategic Shift: Business and Training Converge
This move is not merely a post-retirement plan. At 37, Djokovic remains fiercely competitive and is plotting his return to the tour with renewed vigor. The relocation to Greece offers a strategic advantage, providing a European base with excellent travel connections to the major tournaments of the summer clay and grass-court seasons.
He has already been spotted training at the prestigious Tennis Club Glyfada, a facility with a rich history of hosting ATP events. His coaching team, including Goran Ivanišević, is understood to be splitting time between Serbia and the new setup in Athens. This hybrid approach allows Djokovic to maintain his deep connection to his Serbian roots while embracing the logistical and lifestyle benefits of his new home.
A Calculated Move for Life After Tennis
Industry analysts see the Aquatica deal as a masterstroke in legacy building. Unlike many athletes who wait for retirement to launch their business ventures, Djokovic is strategically leveraging his unparalleled global fame while still at the peak of his powers. This proactive approach ensures a seamless transition into the next phase of his career.
A sports marketing expert commented, "Novak is not just an athlete; he's a global brand. This deal with Aquatica is a clear signal that he is thinking long-term. He's investing in a sector—family entertainment and luxury tourism—that has immense growth potential and aligns perfectly with his personal values as a father."
The Ripple Effect on the Tennis World
The news has sent waves through the tennis community. Fellow players have expressed a mixture of surprise and admiration for the bold move. Rafael Nadal, when asked about it at a recent event, said with a smile, "I am happy for him if he is happy. Greece is a beautiful country."
The relocation also fuels speculation about Djokovic's playing schedule for the coming year. With the Paris Olympics on the horizon, his European base will be ideal for training and acclimatization. Furthermore, his presence in Greece is expected to provide a significant boost to the nation's profile as a premier tennis and luxury tourism destination.
A Family's Fresh Start by the Aegean
Beyond the multi-million pound figures and corporate strategies, those close to the Djokovics emphasize that this is, at its heart, a family decision. Jelena Djokovic, a successful philanthropist and entrepreneur in her own right, is reportedly thrilled with the opportunities the move presents for their children's upbringing.
The family is said to be embracing the local culture, exploring ancient historical sites, and enjoying the famed Mediterranean cuisine. This fresh start in Greece represents a conscious effort to build a balanced life, where world-class tennis training coexists with quality family time away from the intense spotlight of their previous homes.
As Novak Djokovic closes in on this landmark deal and settles into his new Hellenic home, the world watches a champion meticulously crafting his future. This isn't just a change of address; it's a profound statement of intent, blending the relentless pursuit of athletic greatness with the strategic cultivation of a lasting legacy beyond the baseline.