Novak Djokovic’s main sponsor forced to apologise after making huge blunder

Lacoste, one of Novak Djokovic’s main sponsors, were forced to apologise after accidentally implying that the Serb had won a 25th and record Grand Slam title. The 37-year-old sits atop the list of most male singles Major wins in the Open Era, two ahead of second-placed Rafael Nadal, but is still searching for a quarter-of-a-century success.

That appeared to be lost on Lacoste, however, as they jumped the gun and listed a tracksuit for sale to their American audience to commemorate Djokovic’s 25th title.

But without the on-court history being made to accompany the new article of clothing, Lacoste were left red-faced and forced to remove the tracksuit from their website, before issuing an apology.

The £276 ($350) accidentally-released fleece sweatsuit came with a hoodie, tracksuit bottoms, and an organic cotton fleece. It had the number 25 accompanied by Lacoste’s logo on the chest and thigh, inferring that Djokovic had won a 25th Slam, but he is still awaiting that title.

“I have to apologize about that. It was a mistake on our side due to IT issues,” Lacoste CEO Thierry Guibert wrote on X (formerly known as Twitter) when he was made aware of the error.

Lacoste had released similar lines after Djokovic’s 23rd and 24th Majors, and seemingly already have plans in place should he eclipse Margaret Court for most singles titles by any player in tennis history.

And even after Djokovic was told to stay quiet about plans for such a release, Lacoste have now shared their plans if a record-breaking Major title were to be won.

“I have no idea (about future Lacoste projects),” Djokovic admitted in January. “I don’t know what you’re talking about. I’ve been instructed that I should not speak about anything publicly. No, those are the wonderful problems to have. If 25 comes right now, it would be amazing, whatever happens.

“I’m really glad there was a positive reaction from the fans and from people with 23 or 24 jackets. A lot of people wanted to have that jacket and hopefully Lacoste produced enough for everyone.”

All parties will be hoping that Djokovic can eclipse Court at Wimbledon, where he has already won seven times in his career, but after undergoing surgery following his withdrawal at the French Open his participation is in serious doubt.

The Serb’s social media posts suggest that he is well on track to make a swift recovery, but the SW19 grass is expected to come too soon for Djokovic, who can instead focus on Olympic Gold in Paris next month before then turning his attention to hard court tennis and the US Open at the end of summer.

Victory at Flushing Meadows would see Lacoste once again release their commemorative tracksuit, but this time they wouldn’t be apologising for “IT issues”.