By Tim Parsons-
Novak Djokovic has lost another one of his major sponsors, following his continued refusal to get vaccinated against Covid-19 continues.
According to Sportico, UKG has ended its three-year partnership with the World No.1.
The technology firm had partnered up with Djokovic in early 2019 when it was known as Ultimate Software, before the business merged with Kronos.
The partnership was part of a push into the tennis world that also included sponsoring the Miami Open.
“The sponsorship agreement was already planned to expire this year and we mutually agreed there would be no renewal,” a UKG spokesperson said this week. UKG was one of Djokovic’s patch partners on the sleeve of his Lacoste shirts, along with Peugeot.
In March, Peugeot also severed ties with the 20-time grand slam champion over the same issue.
Patch partnerships are said to be among the most lucrative for tennis players, and can be worth as much as $10 million.
Djokovic’s sponsorships and endorsements amount to an estimated $42 million annually.
Carlos Tavera, CEO of Peugeot’s parent company Stellantis, confirmed in March that they had also ended their partnership with Djokovic.
However Lacoste who were rumoured to be considering severing ties with Djokavic has stood by him sticking by the Serbian star,
They are believed to be his most lucrative partner and can be worth as much as $10 million annually.
His other remaining sponsors include Head, Asics, Hublot and Raiffeisen Bank.
“We are waiting to see what his position is with regard to all that he went through,” Hublot CEO Ricardo Guadalupe previously told Reuters.
“The principle of vaccines is that it’s something private. We value personal freedom.
“Everyone can decide. One can be in favour or against. That’s our position.”
Djokavic infamously was deported from Australia in January, following his back to back court cases against Australia’s minister of Immigration, Alex Hawke. his lead sponsor Lacoste has suggested they are seeking to speak with Djokovic as they assess the fall-out from a story that has caused a negative stir around the world in recent weeks.
The judges in January said they did not consider the merits or wisdom of the minister’s decision, only whether or not it was lawful.
They said immigration minister Alex Hawke had followed the correct steps under the law, which allowed him to cancel a visa if he was satisfied the visa holder “may be a risk to the health or good order of the Australian community”
Djokavic has been subjected to attack and victimisation ever since his decision to go public about his refusal to be vaccinated.